Range Rover to Discontinue Evoque and Velar Models by 2027
The brand shifts strategy toward premium crossovers, leaving entry-level segments to other brands.
1Strategic Brand Realignment
Jaguar Land Rover has officially designated Range Rover as an autonomous brand within its corporate structure. This move grants the division independent strategic control over its future product roadmap. Consequently, the company is phasing out its two most accessible SUV models, the Evoque and the Velar, by the end of 2027.
2End of Life Cycle
Management confirmed that production for both the Evoque and Velar will continue throughout 2027 as they reach their natural life cycle conclusion. Despite their historical popularity, the company is not developing direct successors for these models. This decision marks a significant departure from the brand's previous focus on entry-level luxury market segments.
3Focus on Premium Positioning
The brand is shifting its commercial focus toward customers with higher purchasing power. Future product strategy will prioritize the Range Rover GT, the standard Range Rover, and the Range Rover Sport. By abandoning the smaller SUV segment, the company aims to consolidate its market presence within the premium and high-performance vehicle categories.
4The New GT Crossover
Range Rover believes the upcoming GT crossover will successfully occupy the space left by the departing models. Positioned between a traditional SUV and a station wagon, the GT is designed to attract buyers seeking dynamic road performance. It maintains 4x4 capabilities while offering improved efficiency and a more refined driving experience for consumers.
5Portfolio Distribution Strategy
Under the broader Jaguar Land Rover group strategy, the Range Rover brand will now exclusively target the luxury tier. Entry-level and more accessible vehicle options are being delegated to the Defender and Discovery brands. This internal segmentation ensures that each brand under the group umbrella maintains a distinct identity and specific target audience.
6Market Impact Analysis
The discontinuation of the Evoque and Velar is notable because these models have historically driven the highest sales volumes for the brand. Replacing high-volume products with a single crossover model represents a high-stakes gamble on consumer preferences. The company is betting that the GT's versatility will appeal to a broader demographic.
7Future Electric Transition
The brand's evolution is heavily tied to electrification, with three new electric models already announced. A fully electric version of the Range Rover Sport is scheduled for release in 2026, featuring 800V architecture. This transition underscores the company's commitment to combining luxury, high power output, and rapid charging capabilities in future vehicles.
8Long-term Brand Outlook
By 2027, the Range Rover lineup will look significantly different, focusing on fewer but more premium offerings. The transition away from entry-level models reflects a broader industry trend where manufacturers prioritize margins over volume. Investors and analysts will be watching closely to see if the new GT can replicate previous sales successes.
Original article: Observador — Range Rover to Discontinue Evoque and Velar Models by 2027