Range Rover is preparing to discontinue the Evoque and Velar as part of a major shift toward more expensive, higher-margin vehicles. Production of both models will continue into 2027, but no direct replacements are planned. Instead, the upcoming Range Rover GT and Range Rover Sport will take over their entry-level positions.
Range Rover Confirms Evoque and Velar Discontinuation
The Evoque and Velar helped expand Range Rover’s appeal during the 2010s by offering more accessible alternatives to the brand’s flagship luxury SUVs. The Evoque achieved significant commercial success, recording 125,364 global sales in 2014.
However, Range Rover boss Martin Limpert has confirmed that both models will eventually leave the lineup. Production is scheduled to continue into 2027, but the company has no plans to develop direct successors.
Instead, the Range Rover GT and Range Rover Sport will share responsibility for serving customers entering the Range Rover lineup.
Range Rover Shifts Focus Toward Higher-Margin Vehicles
The decision represents a change in the positioning of the Range Rover GT, which was initially announced as the fifth member of the Range Rover family, alongside the Evoque, Velar, Range Rover Sport, and flagship Range Rover.
The revised direction reflects a growing emphasis on profitability rather than increasing sales volume. The company intends to prioritize more expensive vehicles that deliver higher margins instead of pursuing greater sales numbers.
This strategy could also help Range Rover avoid direct competition with expanding Chinese automotive brands, which have become increasingly popular in more affordable vehicle segments.
Another important part of the strategy involves expanding bespoke vehicle offerings. The company has indicated that it does not see a price ceiling for these customized commissions.
Range Rover GT Expected to Cost Significantly More
The move upmarket will create a substantial price difference between the outgoing models and the upcoming Range Rover GT.
In the United States, the Range Rover Evoque starts at $49,900, excluding destination charges, while the Velar starts at $61,600.
By comparison, the electric Range Rover GT is expected to start at £100,000, equivalent to approximately $135,000 at current exchange rates.
The model will use the Electrified Modular Architecture (EMA) platform, which will also support a hybrid version. That variant is reportedly expected to start at around £90,000, or approximately $121,000.
How the Decision Changes JLR’s Brand Strategy
The discontinuation of the Evoque and Velar could further strengthen Range Rover’s position at the premium end of the business.
Range Rover, Defender, and Discovery have been repositioned as distinct brands. Defender and Discovery will continue serving the more attainable side of the luxury market, while Range Rover moves further upmarket.
Jaguar is following a different direction, rebuilding itself as an all-electric luxury brand, beginning with the Type 01.
Electric Powertrains Expand Across the Range Rover Lineup
The Range Rover and Range Rover Sport have also gained fully electric versions. However, both models continue to use the MLA-Flex platform, which supports multiple powertrain options, including diesel engines.
With the Evoque and Velar approaching the end of production, Range Rover is reshaping its lineup around more expensive vehicles, bespoke offerings, and a different approach to growth.
