Introducing price flexibility has led to a surge in Velar sales in the UK, reveals firm's global sales operations director
Jim Holder
13 December 2017

Land Rover and its UK dealers were “probably a bit complacent” about sales of the new Range Rover Velar as a result of the massive interest in the car following its reveal, Andy Goss, the company's global sales operations director, has admitted.

Stressing that sales were now on track for the BMW X6 and Porsche Macan rival, Goss said that Land Rover was initially surprised by the relatively low ratio of test drives to orders. Launch editions of the Velar costs as much as £85,450, although entry-level versions of the car are available from £44,380.

“We had a couple of things to learn if I’m honest - some adjustments to make,” said Goss. “The moment the car was revealed, the enquiry lines were red hot and we were smashing our targets like never before, and I think that led us to believe that the car would sell itself.

“But, of course, life isn’t that easy. We needed to reassess the right approach. Our dealers had taken the levels of interest and set in stone that they wouldn’t need to discount the car to sell it, for instance. Perhaps they saw a surfeit of milk and honey and felt they didn’t have to try as hard as perhaps they might otherwise.

“The adjustments we had to make were small: a tweak in the interest rates on finance and opening up the space for dealers to negotiate a bit, to give customers what they rightly want and expect - a good-value deal.

"Once we’d done that the orders came in quickly, and last month the Velar comfortably outsold the Macan.”

So far, around 20% of Velar sales have been to Range Rover Evoque customers trading up, with the vast majority being to customers new to the Land Rover brand. “There are very few Range Rover Sport customers trading down,” said Goss.

Haggled discounts of around £2000 are now possible on the Velar according to latest data, with What Car?’s new car buyer marketplace offering dealers selling the car at up to a 1.5% discount.

Our Verdict

Range Rover Velar

Fourth Range Rover model has abundant style but how much breadth of ability does the Velar really have?

Join the debate

Comments
28

13 December 2017

quality, even for a JLR product. BL circa 1973 were better than this. All show and no....well anything. School run one upmanship is all this is good for.

 

13 December 2017

LOL, clearly not a JLR fan. I've had several products and can say I've never had a problem with quality or reliability. Much prefer them to Porsche, Merc, Audi, which are all boring designs

13 December 2017

Well, those who read my posts know that I'm a Porsche and Range Rover / Land Rover fan. I test drive the Velar during the Summer and, I have to say that I left the dealership feeling slightly underwhelmed, which I really wasn't expecting.  I'm not surpirsed that RRS custoemrs are not moving to the Velar - for me the RRS is a much better car in every conceivable way.Between the Cayenne and RRS, I am swayed by the RRS.  This may change when Ive driven the Mk3.  However, between the Macan and Velar, there is no contest.  The Macan, with the exception of the tiny infotainment screen, is the far superior car.  Objectively, I think the Velar is £3K - £7K overpriced in the UK market.   

13 December 2017

I too have had five jaguar and land Rover products and found them top be very good and reliable with fewer faults than a Honda  Mercedes and Vw/Audi cars that we have owned.The only faults being driver side front windscreen demister plug not attached on a Freelander and the windscreen washers tube frayed on some metal and needed replacing on Range Rover Sport. The list on the german car sis quit elong and boring and two prolbems on VW/Audi cars keep coming back,given up on them now.

13 December 2017
jamesf1 wrote:

quality, even for a JLR product. BL circa 1973 were better than this. All show and no....well anything. School run one upmanship is all this is good for.

 

What bad build quality? the Velar is the best built Land Rover so far panel gaps surface quality, design and engineering.

I think jamesf1 needs to actually look at a few

13 December 2017
jamesf1 wrote:

quality, even for a JLR product. BL circa 1973 were better than this. All show and no....well anything. School run one upmanship is all this is good for.

 

The quality of the Velar and all jaguar and Land Rovers are excellent and much better than anything from Audi, BMW, Mercedes and Porsche which not only have build quality issues but they don't look or feel like quality products either, especially when you sit inside them. And then there's the look of things, dull and boring. In terms of the Velar and its rivals, the Land Rover is just on a different planet compared to its dull rivals. JLR make some of the most desirable, best built and complete cars around with many of the class leaders. Audi, BMW, Mercedes and Porsche do not.

13 December 2017
Roadster wrote:

jamesf1 wrote:

quality, even for a JLR product. BL circa 1973 were better than this. All show and no....well anything. School run one upmanship is all this is good for.

 

The quality of the Velar and all jaguar and Land Rovers are excellent and much better than anything from Audi, BMW, Mercedes and Porsche 

They really are not. Its common knowledge.

13 December 2017

yet again this week the 3 litre diesel reported to have a cheat device on VW /Audi,certainly the problems that my friends and I have had with VW/Audi products compared to other better reliability and build from JLR products a shame they cost a lot more.

13 December 2017

You should get some of your stuff printed on little bits of paper and put inside Christmas crackers. Far funnier than the normal jokes.....

13 December 2017

jamesf1 please explain the Basis for this. Intrigued. So the Velar has massive build quality and reliability issues? Have you been in one? Can you save me the effort?

Spanner

Pages

Add your comment

Log in or register to post comments

Find an Autocar car review

Driven this week

  • Ford Ecosport 1.0 Ecoboost 125 Zetec front
    First Drive
    18 January 2018
    Can the updated Ford Ecosport improve its reputation and become the small SUV of choice, or is it another misguided effort from the Blue Oval?
  • Nissan e-NV200 Evalia
    First Drive
    18 January 2018
    All-electric seven-seater is rarity among MPVs, and for good reason: the Nissan e-NV200 Evalia is pricey and still has limited usability. Expect to see plenty as city taxis and delivery vans, though
  • Seat Arona 1.5 TSI EVO FR
    First Drive
    17 January 2018
    Seat is on a roll with the Ateca and Ibiza; can they score a hat trick with the new Arona?
  • Jaguar E-Pace D240
    First Drive
    17 January 2018
    With much riding on the success of the Jaguar E-Pace, we have been impressed with the mid-level diesel version, but now its time for the most powerful oilburner to go under the spotlight
  • Vauxhall VXR8 GTS-R
    Car review
    12 January 2018
    Vauxhall bids farewell to its line of Aussie performance legends in some style with the limited edition VXR8 GTS-R