At the 2017 Frankfurt Auto Show, Land Rover unveiled the Discovery SVX Concept. Designed by Jaguar Land Rover Special Operations, the same division responsible for the Project 8 XE SVR, the hardcore off-roader packed a supercharged 5.0-liter V8 engine that produces 518 horsepower and 461 lb-ft of torque, making it the most powerful Discovery ever made.

It was also more capable off-road too, thanks to its Hydraulic Active Roll Control, raised air suspension, and rugged 20-inch aluminum wheels wrapped in Goodyear Wrangler all-terrain tires, while the orange accents and new skid plates fitted to the bumpers gave the SUV a more aggressive style than the standard Discovery.

At the time, Land Rover planned to put the Discovery SVX into production in 2018. Unfortunately, Autocar has learned that the hardcore SUV has been scrapped before a single production model has rolled off the assembly line.

The model was also supposed to launch Land Rover's new SVX sub-brand that would be positioned alongside SVR and SVAutobiography models. However, a spokesperson confirmed to the publication that the SVX range will still launch in the future with unspecified models, but the Discovery will no longer be part of it.

The bad news comes just a few weeks after the Range Rover SV Coupe was also canceled. While Jaguar Land Rover hasn't specified why the Discovery SVX has been scrapped, the project probably isn't financially feasible for the automaker right now.

Right now, Jaguar Land Rover's priority is to cut its losses after making a huge loss last year, so it makes sense for the automaker to focus on more profitable models like the new Range Rover Evoque, the limited-edition Velar SVAutobiography Dynamic Edition, and the reborn Defender.