The Story Behind the Honda Crossroad: A Rebranded Land Rover Discovery

If you are a fan of SUVs, you might have heard of the Honda Crossroad, a compact crossover vehicle sold in Japan from 2007 to 2010. But did you know that Honda also used the Crossroad name for a completely different SUV in the 1990s? The first Honda Crossroad was nothing more than a rebadged Land Rover Discovery, the iconic British off-roader. How did this happen? Let's look at the history of the Honda Crossroad and the Land Rover Discovery. 

The story begins in 1979, when Honda and British Leyland, the parent company of Rover and Land Rover, formed a joint venture to share technology and resources for car development and sales in foreign markets. This partnership resulted in several successful models, such as the Triumph Acclaim, the Rover 200, and the Rover 800, based on Honda platforms and engines. 

However, the partnership also had some drawbacks for Honda, as it had to rely on British Leyland's quality standards and production capacity, which were not very high. Moreover, Honda faced some political and legal challenges in the UK, as some British politicians and unions accused Honda of taking advantage of British Leyland and threatening the local car industry. 

One of the most controversial products of the Honda-British Leyland partnership was the Honda Crossroad, launched in Japan in 1993. The Crossroad was essentially a Land Rover Discovery Series I with a Honda badge and some minor cosmetic changes. The Discovery was a mid-size SUV designed to compete with the likes of Toyota Land Cruiser and Nissan Patrol, and it was well-received by critics and customers for its ruggedness, versatility, and off-road capability. 

However, the Discovery was also plagued by reliability issues, poor fuel economy, and high maintenance costs, which made it unsuitable for the Japanese market, where customers preferred smaller, more efficient, and more reliable vehicles. Honda hoped that rebranding the Discovery as the Crossroad could appeal to Japanese customers who wanted a premium SUV with a prestigious brand name. The Crossroad was powered by a 3.9-litre V8 engine that produced 180 PS (132 kW) and was mated to a four-speed automatic transmission. It was available in both three-door and five-door variants, and it came with standard features such as dual airbags, ABS, and leather seats. 

However, the Crossroad failed to meet Honda's expectations, as it sold poorly and received negative feedback from the customers and the media. The Crossroad was criticized for its low quality, high price, and poor performance, and it was nicknamed the "Cro$road" by the Japanese press, implying that it was a rip-off. The Crossroad was also involved in a recall in 1997 due to a faulty door lock that could cause the driver's door to open while driving. The Crossroad was discontinued in 1998 after selling only about 10,000 units in Japan. It was the only Honda vehicle ever to have a V8 engine, and it was considered one of the worst models in Honda's history. 

While the Crossroad was a flop in Japan, the Discovery was a success in the US, where it was introduced in 1994 as the Land Rover Discovery Series I. The Discovery was marketed as a luxury SUV that offered both comfort and adventure, and it was popular among celebrities and affluent customers. The Discovery was also praised for its distinctive design, spacious interior, and off-road prowess, and it won several awards and accolades from the automotive press. 

Rumours were that Honda planned to sell the Crossroad as an Acura in the US to expand its luxury brand. However, the plan never materialized. Honda realized that the Crossroad would not be competitive in the US market, where the Discovery had already established a loyal fan base and a strong reputation. Moreover, Honda faced some legal obstacles, as Land Rover had exclusive rights to sell the Discovery in the US and was unwilling to share them with Honda. Therefore, the Crossroad remained a Japan-only model, while the Discovery continued to be sold in the US until 2004 when the Discovery Series II replaced it.