Range Rover product line reshuffle! Evoque and Velar are rumored to be discontinued and only high-end cars will be produced in the future

British automaker Jaguar Land Rover (JLR)'s Range Rover brand may undergo major adjustments to its product line. Foreign media "Autocar" reported that the Range Rover Evoque and Range Rover Velar, currently the most entry-level brands under the brand, are said to be discontinued before the end of the 2020s as their product life cycles are coming to an end, and there are currently no plans for successor models. If the news comes true, Range Rover will focus more on the high-priced luxury travel market with higher profit potential in the future.

It has been nearly 10 years since the launch of Evoque and Velar. They are important models for Range Rover to expand into the entry-level luxury travel market. However, it is rumored that JLR hopes to further strengthen the brand's high-end positioning and hand over the entry-level price range originally covered by the two cars to the Defender and Discovery sub-brands. This strategy is also in line with the "House of Brands" brand structure promoted by JLR, which reduces the dominance of the Land Rover parent brand and instead develops the three major sub-brands of Range Rover, Defender and Discovery.

This adjustment is not without warning. The Land Rover Discovery Sport, which is closely related to the Evoque, recently ended its product life of about 10 years, and the Jaguar E-Pace has also been discontinued. On the other hand, Land Rover is expected to launch a new member positioned lower than the current Defender. It is speculated that it may be named Defender Sport to fill the more entry-level price range.

If the Evoque and Velar exit, the Range Rover product lineup will mainly consist of the large Range Rover, Range Rover Sport, and the upcoming Range Rover GT with coupe style and low-profile design. This also means that the brand will gradually bid farewell to the relatively accessible entry-level market and develop towards a luxury positioning with higher unit prices and profits.