A true upheaval is brewing at Range Rover. According to Britain’s Autocar, the Evoque and Velar will leave the lineup without successors. The brand intends to focus now on far more luxurious models, even if it means dropping its most affordable SUVs.
The brand will abandon its two most affordable SUVs
Drivers who want to buy a Range Rover at a relatively attainable price will soon have to reassess their ambitions. According to information published by Autocar, the Evoque and Velar will not be renewed when production ends in the coming years.
A major decision for the British brand, which seems determined to turn a page on a chapter of its history.
The Evoque and Velar currently sit at the entry points of the Range Rover lineup. Two SUVs with different sizes and market positions, yet both allowing access to the brand’s universe without necessarily choosing a Range Rover Sport or the traditional flagship model.
This strategy is therefore set to evolve quite a bit. Autocar mentions the termination of these two models after 2027, with no new generation to directly replace them. It wouldn’t simply be a facelift or a new powertrain. But a real commercial repositioning.
For customers, the consequence is simple: access to the Range Rover range should become noticeably more expensive.
A new Range Rover GT at around £90,000
To replace its current lineup, the brand does not plan to multiply models. According to Autocar, the maker should ultimately lean on three main vehicles: the traditional Range Rover, the Range Sport, and a new Range Rover GT. The latter would become one of the brand’s entry points.
But beware, its positioning would bear little resemblance to that of the Evoque. The British magazine cites a price tag of about £90,000 for this future GT.
It would thus be a much more exclusive model, offered at a price level close to that of the Range Rover Sport.
This choice reflects the manufacturer’s desire to move away from the more affordable segments in order to strengthen its luxury image. Rather than courting a broader audience, Range Rover appears to favor a tighter lineup focused on premium vehicles.
A strategy that could bolster its prestige. But also exclude certain longtime customers. Those who appreciated the Evoque’s compact footprint will notably need to look for alternatives elsewhere.
