Land Rover have announced the new Range Rover Velar – plugging the gap between Evoque and full-fat Range Rover.

Marketers at Jaguar Land Rover have decided that there has long been a gap between the urban-soccer mom’s Evoque special and the stool pigeon carrying, crime lord’s favourite Range Rover Sport. This should also give JLR more market share from the current car buying public, who simply can’t get enough of SUV vehicles and crossovers. 

Exact pricing hasn’t been announced, but we expect the new Velar to find itself leaving showrooms as a base specification for roughly £45k. Due to be shown at the 2017 Geneva Motor Show, the Velar will become the fourth member of the Range Rover line. 

Land Rover seem more concerned about explaining the vehicle’s position in the hierarchy rather than showing us an actual picture – perhaps in tow with how Range Rover drivers see themselves in the pecking order. It shows the rapid change in the buyer’s market, only 13 years ago there was a single Range Rover to choose from. Then again, we also had the Defender. And the Freelander.

And, of course, it’s called Velar – which is legendary in Land Rover circles. The early prototypes were dubbed Velar, derived from the Latin ‘Velaris’, to convey the camouflage they wore and prevent the competition from spying on them. That should make your google searches for classic pictures all the more difficult.

The world debut is planned for an event on 1 March, 2017 in London. We’ll report back later with all the info when it’s announced. Production of project L560 is due to start at the Castle Bromwich plant this summer. We can hear the Audi Q5 and Jaguar F-Pace shaking in their fake 4x4 boots already…