The Discovery 5 fits within the design language of the Evoque/Velar. Look at Land Rover, BMW, etc and you will see a common theme across all models - the "design language". Sometimes the result is a unique and easily recognized image. Other times not so much. The Discovery 5 is in the not-so-much category. Likely the goal is to expand the customer base by offering something that appeals to a broader audience. The risk is you lose your soul and become just another vehicle. Looking at the Land Rover web site I see model offerings that are all the same, just a different size. Wouldn't be surprised to see the Discovery revert back to its roots as sales growth is limited.