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Range Rover Evoque, Velar axed by end of 2027 as brand moves upmarket

Compiled by ADME Newsroom from 1 source

First reported by CarExpert · 4 November at 6:45 am

Who's covering this — 1 article

Motoring press: 1

Image: CarExpert

The quick read

The Range Rover Evoque and Velar will not be replaced when production ends next year.
The incoming GT will be significantly more expensive than the outgoing models.
The move is part of a broader strategy to position the Range Rover brand upmarket.
Production of the Evoque and Velar will end by the end of 2027.

For dealers: Australian dealers will need to adjust their sales strategies and inventory management as the Range Rover brand moves upmarket.

AI-assisted summary of the coverage below — check the original reporting before relying on specifics.

ADME commentary

The ADME angle

The decision to axe the Evoque and Velar and replace them with a more expensive GT model will have a significant impact on showroom traffic, as the brand's more affordable options are removed from the market.

What it means for the order bank

Dealers can expect a surge in orders for the remaining Evoque and Velar stock as customers look to purchase these models before they are discontinued, which could lead to a short-term increase in sales.

However, this will be followed by a decrease in sales as the more expensive GT model will be less appealing to price-sensitive customers who were previously drawn to the Evoque and Velar.

Pricing and margin implications

The increased price of the GT model will also have implications for dealers' pricing and margin strategies, as they will need to balance the need to maintain profitability with the need to remain competitive in the market.

The move upmarket by Range Rover will also likely lead to a competitor response, as other luxury brands look to capitalize on the gap left in the market by the discontinued Evoque and Velar.

Competitor response and marketing strategies

Dealers will need to be prepared to adapt their marketing and lead handling strategies to respond to these changes and to attract customers who are looking for more affordable luxury options.

One decisive action a dealer could take this week is to review their current inventory and ordering strategies to ensure they are prepared for the surge in demand for the remaining Evoque and Velar stock, and to start planning their marketing and sales strategies for the new GT model.