That the Velar is comparatively expensive ought to come as no surprise to anyone.
The fully grown Range Rover starts at around £76k and the Sport at £60k – so £44k for a Velar and £36k for an Evoque doubtless makes complete sense to Gaydon, as well as to a loyal customer base that has typically shrugged its tweed shoulders at the outlay.
But it is also the job of the range’s new, fourth plinth to spirit buyers away from the competition and that’s likely to be a little more trying, given that our HSE test car’s base price is £64,160 – £7755 more than Audi asks for a 3.0-litre TDI Q7 S line and £5740 more than a Mercedes-Benz GLE 350d AMG Line.
A Porsche Cayenne S Diesel, equipped with twice as many cylinders and at least twice the gumption, is available for only £1335 more with no reduction in interior class or badge recognition.
Land Rover, though, will feel like it’s on solid ground. High asking prices have not severely hampered Evoque sales – and if people are prepared to pay up to £55k for Range Rover’s most compact model, then up to and beyond £70k for its infinitely more modern mid-sizer doesn’t seem terribly fanciful.