RE: £240k Range Rover SV Coupe canned

RE: £240k Range Rover SV Coupe canned

Thursday 31st January

£240k Range Rover SV Coupe canned

Stillborn two-door Range Rover was due to be produced in 999 units by SVO



It's not often that a car maker decides to cancel production of a new model after orders have already been placed. In fact, it's almost completely unheard of these days. But that's exactly what Land Rover has done with its Range Rover SV Coupe less than a year after the £240k model made its debut.

The official line from Land Rover is that the plug was pulled on production of all 999 cars so the company can focus attention on its core product line-up. But the move raises unanswered questions, like were there not enough orders, or did the company underestimate production costs of its bespoke model, which shared only two body panels with the standard car? We'll probably never know the full story.


All we can hope is that the death of the SV Coupe doesn't signal a tightening of purse for JLR's Special Vehicle Operations, which was the division tasked with building the 565hp supercharged V8 model. Because at a time when JLR's global sales have plummeted (they fell by 13.8% at the end of last year), you might imagine that SVO would be the first to feel the resulting squeeze of investment.

There may be a light at the end of the SVO tunnel, however, in the shape of the Jaguar F-Pace SVR. The regular F-Pace set records for Jaguar when it went on sale back in 2016, so this 550hp variant - which conveniently slots into a segment of performance SUVs that's bucked industry trends - could provide a welcome kick up the backside to hot Jag sales. It's due on roads in the coming weeks.

As for the SV Coupe, it looks like that ship's long since sailed.



Author
Discussion

Mackofthejungle

Original Poster:

804 posts

133 months

Thursday 31st January
quotequote all
Probably for the best. Dangerous times for JLR... While the top of the market will continue to be ghastly and mostly tasteless, regular people are surely going to start moving over to smaller and more economical cars (relative to what they currently have) as the electric push happens.. The sad thing is, with their constant messing around they've probably missed the boat for the new Defender too...Although I guess an all electric Defender would make some sense; Farmers park their cars in the same spot every day after all, and if LR were serious about making it utilitarian then you'd save 500kgs in luxury to add 500kgs of batteries... There's your range. Wouldn't put me off.

How do you make affordable SUVs and off-roaders in an electric only world? I guess you stop fannying about trying to sell quarter million pound jokes and spend your money (and more importantly, time) wisely. smile But then again I'm an arse.

ElectricPics

518 posts

19 months

Thursday 31st January
quotequote all
An overpriced limited edition 2-door RR Sport with a big engine and ludicrous price tag to appeal to owners whose aspirations will extend into Rolls Royce territory. I'm guessing there weren't anything like enough takers.

Phil Dicky

5,473 posts

201 months

Thursday 31st January
quotequote all
ElectricPics said:
An overpriced limited edition 2-door RR Sport with a big engine and ludicrous price tag to appeal to owners whose aspirations will extend into Rolls Royce territory. I'm guessing there weren't anything like enough takers.
Quite simply this, no other reason I'm thinking.

Burwood

10,980 posts

184 months

Thursday 31st January
quotequote all
Or perhaps they've realised that at 250k it should look fundamentally different from the 100k version and I'm talking about how others see it too. Making a big statement is all part of the package and this doesn't stand out. It's just another RR

Sandpit Steve

107 posts

12 months

Thursday 31st January
quotequote all
One assumes that if they had anything close to 999 deposits in the bank it would have gone ahead.

More likely the potential customers went for G63s, Bentaygas and Cullinans instead.
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indapendentlee

261 posts

37 months

Thursday 31st January
quotequote all
If there was really 999 real people who were willing to buy one of these it would never have been canned.

borat52

134 posts

146 months

Thursday 31st January
quotequote all
Takes a lot to make a bentega and urus appear tasteful.

Small amount of faith in humanity restored.

milesr3

232 posts

149 months

Thursday 31st January
quotequote all
...so the company can focus attention on its core product line-up (of not quite so over-priced luxury SUVs)?

defonsecca

33 posts

23 months

Thursday 31st January
quotequote all
Like the above have said, there obviously weren't enough orders to make any profit.

Whilst I don't like these mega-money SUV's, it's a pity this has got canned - it's by far the best looking of the ilk & has much more understated class than the hideous Uras / Bentayga / Cullinan lot.

Why they have to be so ugly & aggressive is beyond me. Market tastes I guess......

soad

29,444 posts

114 months

Thursday 31st January
quotequote all
Shame.

Fulla

336 posts

153 months

Thursday 31st January
quotequote all
I've got 999 problems but a RR coupe ain't one...

Dan_1981

13,658 posts

137 months

Thursday 31st January
quotequote all
Saw one on the road over Xmas so they do exist.

Marked up as a 'prototype vehicle'

Fleckers

2,510 posts

139 months

Thursday 31st January
quotequote all
I like it

Paracetamol

4,007 posts

182 months

Thursday 31st January
quotequote all
I got to see the car in the flesh and it was stunning. the Bentayga and Cullian shouldn't be mentioned in the same sentence.

They could sell 300 a year in the Middle East and China.

The real issue was that the order process was a total shambles. I was made to beg and grovel to place an order and asked for a 50pc deposit just to be considered to be able to order..It was a farce..worse still...they have pissed off some very loyal customers with deep pockets who will never darker the SVO door ever again.

Edited by Paracetamol on Thursday 31st January 19:53

The Crack Fox

13,250 posts

130 months

Thursday 31st January
quotequote all
"Plummeted" 13%

C'mon, PH.

fatboy b

8,011 posts

154 months

Thursday 31st January
quotequote all
JLR need to focus on affordable halo models. Not project 7 or 8 or these silly RRs

Talksteer

3,286 posts

171 months

Thursday 31st January
quotequote all
250k X 999 = £250million not a bad return

Though I expect that a combination of not enough deposits plus a few unexpected engineering changes like having to redesign an air bag or similar that would cost £5 million each would be enough to eat up any profit.

The smart money for JLR to address the premium market would be to do it with the defender like Mercedes-Benz have done with the G Wagon.

R400TVR

244 posts

100 months

Thursday 31st January
quotequote all
JLR need to focus on what they did from the start - make useful and rugged vehicles for people who need them, not tarted up tanks which serve no purpose other than making the drivers think they look good or are important.
A farmer does not need leather, wool carpets, sat nav, massive wheels etc.

troika

549 posts

89 months

Thursday 31st January
quotequote all
They might have been able to shift them via some £499 a month leases. That way, when they broke down, the driver might not go full on mental after dropping a quarter of a bar on one.

Burwood

10,980 posts

184 months

Thursday 31st January
quotequote all
Talksteer said:
250k X 999 = £250million not a bad return

Though I expect that a combination of not enough deposits plus a few unexpected engineering changes like having to redesign an air bag or similar that would cost £5 million each would be enough to eat up any profit.

The smart money for JLR to address the premium market would be to do it with the defender like Mercedes-Benz have done with the G Wagon.
A valid point. 250 million is not the return. That’s the potential revenue. Who knows what the costs involved would be. JLR need to sell volume and playing about with stupid projects like this isn’t going to help them

Edited by Burwood on Thursday 31st January 21:40