The Luxury Reset
The Range Rover brand was once seen as a luxury reserved for the wealthy, until Jaguar Land Rover introduced the Evoque and Velar in the 2010s. These two provided alternatives for buyers who weren’t willing to spend flagship Range Rover money but still wanted to own a vehicle from the brand. The Evoque even sold 125,364 units globally in 2014, making it one of the brand’s biggest commercial successes.
But times are changing, and now, Range Rover boss Martin Limpert has confirmed to Autocar that the Evoque and Velar will be discontinued. Their production will continue into 2027, but the British luxury marque isn’t planning direct replacements. Instead, the entry-level role will be shared by the upcoming Range Rover GT and the Range Rover Sport.
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A Different Kind of Growth
This is an interesting development, given that the Range Rover GT was initially announced as the fifth member of the Range Rover family, alongside the Evoque, Velar, Range Rover Sport, and flagship Range Rover. It suggests that there may have been a change of plans, which may not come as a surprise to some, as the automaker wants to prioritize profitability rather than chase sales volume.
The plan is to prioritize more expensive, higher-margin vehicles rather than sell more units. This approach could help Range Rover avoid competing directly with growing Chinese brands that have become increasingly popular in more affordable segments. Another strategy is to sell more bespoke creations, with the company saying it doesn’t see a price ceiling for these commissions.
But this upmarket push comes at the expense of the Evoque and Velar. In the U.S., the Evoque starts at $49,900, excluding destination charges, while the Velar starts at $61,600. The Range Rover GT is expected to start at £100,000 (about $135,000 at current exchange rates) as an EV. Its Electrified Modular Architecture (EMA) platform will also accommodate a hybrid version, reportedly priced from around £90,000 ($121,000).
Range Rover
The New Order of Things
In the broader JLR business, the discontinuation of the Evoque and Velar could help Range Rover move even further upmarket. JLR has also repositioned Range Rover, Defender, and Discovery as distinct brands, so the latter two will continue to cater to the more attainable side of the luxury market. Jaguar, meanwhile, is rebooting as an all-electric luxury brand, starting with the Type 01.
The Range Rover and Range Rover Sport have also gained fully electric versions, though both retain the MLA-Flex platform, which supports different powertrains, including diesels.
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About the author
Rex Sanchez
News Editor