Jaguar Land Rover (JLR) has announced that the Range Rover Evoque and Velar will cease production in mid-2027. This move is part of a strategy to elevate the Range Rover brand further upmarket, targeting a wealthier demographic. The two outgoing models will be succeeded by the new Range Rover GT, an electric vehicle described as the brand's most car-like yet, expected to launch with a starting price of approximately £90,000.
This new GT represents a significant price increase, nearly doubling the cost of the current Evoque, which starts at £44,855. JLR plans to reposition the Land Rover Discovery and a smaller Defender variant as the new entry points into the brand's lineup. According to a JLR spokesperson, production of the Evoque and Velar will conclude in mid-2027 in line with their natural product lifecycles, as manufacturing facilities transition to produce next-generation vehicles. The Solihull plant will continue to produce the Range Rover, Range Rover Sport, and the forthcoming Jaguar Type 01, while the Halewood plant will be reconfigured for the new Range Rover GT and a new Defender family model.
The Range Rover GT is envisioned as a sleek, car-like vehicle, appearing to be a natural successor to the Velar, which currently starts at £56,740. The Velar's replacement will mark a nearly 60 percent price jump.
The Evoque, since its introduction in 2011, was a substantial commercial success for JLR. Its distinctive styling and compact size made it an instant hit, contributing to a doubling of JLR's annual global sales in the first full year of its availability. At its peak, the Evoque accounted for one in every three JLR vehicles sold globally, necessitating a 24-hour production schedule at the Halewood factory. JLR once described it as 'Land Rover's greatest sales success story' after selling over half a million units in its first five years. However, the market for premium compact SUVs became more competitive by the time the second-generation Evoque launched in 2018, and the model also faced reliability concerns.
The discontinuation of the Evoque and Velar also raises questions about design replication by Chinese manufacturers. Both models have been frequently copied, with the Jaecoo 7, a popular Chinese SUV, earning the nickname 'Temu Range Rover' due to its resemblance to the Velar. JLR previously won a significant legal case in China in 2019 against a manufacturer producing a copy of the Evoque, known as the Landwind X7. The court ruled that the Landwind X7 had copied five unique design features of the Evoque.
The introduction of the new GT electric model will establish a significantly higher entry price for Range Rover ownership, aligning with JLR's 'House of Brands' strategy. The upcoming Defender Sport, set to debut next year, will join the Discovery as the most affordable models within the Defender and Discovery ranges, respectively.
The Range Rover GT will be built on Jaguar Land Rover's Electrified Modular Architecture (EMA), designed for premium mid-sized vehicles. It will share some characteristics with the Jaguar Type 01 electric grand tourer, including a standard four-seat layout. Despite its more car-like proportions and reduced ground clearance compared to traditional SUVs, Range Rover executives maintain that the GT will retain the brand's renowned off-road capabilities. Martin Limpert, managing director of Range Rover, stated that the GT will redefine the grand-touring segment with its blend of EV performance, refinement, and all-terrain capability.