Jaguar Land Rover has enjoyed considerable success with its Range Rover family – with the Evoque alone notching up more than 600,000 sales and counting since 2011. Yet, the success of the baby Range Rover was a double-edged sword. Yes, it accessed a new market for the brand, bringing in those who would previously not have considered the marque, likely for financial reasons, but it also created a division in the stable of Range Rover vehicles.
You see, it quickly became apparent that the £30,000 price jump between the Evoque and the next car up, the Sport, was too much to convince most of these new converts to the SUV cause to plump for an upgrade once they had become accustomed to the Range Rover lifestyle. In short, not enough Evoque drivers were becoming Sport drivers – so something had to be done about it.
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