Jaguar Land Rover brand strategy shift

Jaguar Land Rover (JLR) is transitioning its brand strategy to focus exclusively on premium and high-end luxury market segments. This shift involves the discontinuation of several models, including the Range Rover Evoque and the Velar, which will not receive direct successors.

In Brazil, production of the Range Rover Evoque has already ceased at the JLR factory in Itatiaia. While local assembly has ended, the model may still be available in the Brazilian market via imports from the United Kingdom.

Range Rover managing director Martin Limpert has confirmed that the Evoque and Velar are expected to exit the market following the conclusion of their current production cycles in 2027. This decision marks the end of the brand’s more accessible entry points. Under JLR’s “House of Brands” strategy, the company intends to use its Defender and Discovery brands to cater to different market segments, including more functional and lower-priced options, while Range Rover focuses exclusively on premium and ultra-luxury offerings.

To replace these models, JLR is developing the Range Rover GT, a new electric grand tourer expected to debut in early 2027. Built on the new EMA electric platform, the GT will serve as a more expensive entry model. While initial estimates placed starting prices between 100,000 and 117,000 euros, recent reports suggest the model may have a starting price of approximately £90,000 to £100,000. Initial launches are expected to be fully electric before hybrid options are added.