Range Rover Discontinues Two Affordable Models, Aims for Profitability

In a move aimed at boosting profitability, Range Rover has announced the discontinuation of its two most affordable models, the Evoque and Velar. This decision comes as part of a strategic shift towards prioritizing higher-margin vehicles over sheer sales volume.

According to reports, the Evoque and Velar will be replaced by the new Range Rover GT, which is expected to take their place in the brand’s lineup. This change is likely to have a notable impact on the company’s sales mix, as the Evoque and Velar together represented around 10% of Land Rover's U.S. sales volume through 2026, amounting to roughly 6,000 units sold.

The discontinuation of these models is reported to take effect in 2027, though there is some discrepancy regarding the exact timing, with one source suggesting a different year. Despite this uncertainty, the overall direction of the change is clear, reflecting Range Rover's strategy to focus on more profitable segments of the market.

The Evoque currently starts at approximately $52,000 in the U.S., while the Velar begins at around $64,000. These prices position them as accessible options within the luxury SUV segment, yet still offer significant profit margins for the manufacturer. With the introduction of the Range Rover GT, it is anticipated that the brand will continue to cater to customers seeking premium features and design, albeit potentially at a higher price point.

This strategic realignment underscores Range Rover's commitment to maintaining its status as a leader in the luxury SUV market, even as it adjusts its product offerings to better align with its financial goals. By focusing on profitability, the company aims to sustain its competitive edge and continue delivering high-quality vehicles to discerning consumers.