Automotive
It looks like getting into a brand-new Range Rover is about to become a whole lot more expensive. Two of the British luxury brand’s most accessible SUVs, the Range Rover Evoque and Velar, are reportedly heading for retirement after 2027, with no direct replacements planned. According to a new report from Autocar, Range Rover global managing director Martin Limpert confirmed that both models will remain in production through next year before disappearing from the lineup. The decision represents a major shift for Jaguar Land Rover (JLR), which is looking to reposition Range Rover as a more exclusive luxury brand rather than continuing to compete across a broad range of SUV price points.
The Evoque and Velar have played important roles in making Range Rover ownership more attainable over the years. The original Evoque arrived in 2011, bringing the brand’s upscale styling and recognizable design language to a smaller, more affordable package. The current second-generation model debuted in 2018, while the larger and sleeker Velar first appeared in 2017. Both received updates for the 2024 model year, but neither will reportedly receive another generation. As Road & Track also highlighted in its coverage, eliminating these two SUVs would leave Range Rover with a considerably smaller lineup consisting of the flagship Range Rover, Range Rover Sport, and upcoming Range Rover GT.
That new Range Rover GT is particularly interesting because it’s expected to become one of the brand’s entry points despite carrying a substantially higher price tag than either outgoing model. Reports suggest pricing could start around £90,000, or roughly $120,000, although official U.S. pricing hasn’t been announced. The sleek, road-focused luxury vehicle will utilize JLR’s new Electrified Modular Architecture (EMA), initially offering an all-electric powertrain with additional electrified options expected later. Meanwhile, buyers seeking something smaller or more affordable may eventually be directed toward the Defender and Discovery brands, which JLR is positioning to cover a broader range of customers. A smaller Defender Sport is reportedly in development and could help fill the gap left by the Evoque.
From our perspective, this is a bold move considering how much the Evoque and Velar helped expand Range Rover’s audience. There’s certainly something appealing about making the brand more exclusive, particularly as luxury manufacturers continue pushing further upmarket with increasingly expensive vehicles. However, eliminating two recognizable nameplates also means walking away from buyers who appreciate Range Rover styling and prestige but aren’t prepared to spend six figures on an SUV. JLR appears confident that its Defender and Discovery divisions can serve those customers while Range Rover focuses on higher-end luxury offerings. Whether that strategy ultimately pays off remains to be seen, but one thing is clear: the era of the relatively affordable Range Rover may soon be coming to an end.
Lloyd Tobias is a seasoned automotive journalist and passionate enthusiast with over 15 years of experience immersed in the world of cars. Whether it’s exploring the latest advancements in automotive technology or keeping a close pulse on breaking industry news, Lloyd brings a sharp perspective and a deep appreciation for all things automotive. His writing blends technical insight with real-world enthusiasm, making his contributions both informative and engaging for readers who share his love for the drive. When he’s not behind the keyboard or under the hood, Lloyd enjoys test driving the newest models and staying ahead of the curve in an ever-evolving automotive landscape.
