By on December 13, 2017

Arrogance (noun): the quality of being over-confident; synonyms: conceit, egotism, attitude of Range Rover Velar sales team.

That’s not trademark TTAC snark, either. Take it from Andy Goss, the company’s global sales operations director, who said its UK dealers were “probably a bit complacent” about the Velar and its chance for success.

Detailed in an interview with Britain’s Autocar, Goss and his team were reportedly surprised by the relatively low number of Velar orders compared to the number of test drives being taken by potential customers.

According to Autocar:

“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.”

And:

“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.”

Well, now. Dealers taking advantage of a good situation and allowing a new model to rest on the laurels of its successful forebears? Say it ain’t so!

Goss blames the misfire on interest rates set beyond the pain point of many customers and the unwillingness (or inability) of dealers to negotiate a bit on the Velar’s bottom line. It seems, then, that the expectation of customers that they not get totally hosed when buying a car is universal. Imagine that.

Here in America, the Velar has sold 4,459 units since going on sale back in August, with sales climbing each month since that time. For the last three months it has handily outsold the Evoque and even sold roughly on par with the Range Rover Sport.

The fabulously-named Velar starts at $49,900 for the entry level trim before taking a hike all the way to $89,399 for a “First Edition” model. The snazzy R-Dynamic splits the difference at about $60,000. The Land Rover build & price tool shows a 2.99% finance rate for a base Velar on a five-year note. First Edition and R-Dynamic models are the same.

Your dealer may sell for less. Or not, if they’re hucking Velars.

[Image: Jaguar Land Rover]

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25 Comments on “Deadly Sins: Range Rover Velar Sales Dampened by Hubris...”


  • avatar
    Dan R

    I would definitely buy a convertible Velar.

  • avatar

    On the road, they look like more than $50K. But they do not look like $90K.

  • avatar
    Felix Hoenikker

    I frequently drive by the local JLR dealer when running errands. To be honest, I don’t even look at the place and wouldn’t know a Velar if someone pulled out in front of me in one. Being a buy new and hold guy is not compatible with long term JLR ownership without a 10 yr 100k mile bumper to bumper warranty.

  • avatar
    dal20402

    They sure got the styling right.

    But the price of entry for a six-cylinder version is $67,400. At that price there are an awful lot of things I would rather have.

  • avatar
    stingray65

    How thinly can JLR slice the SUV/CUV market? With the Jag E-pace, F-pace, and LR having 6+ flavors, it is hard to see how they can maintain brand/model distinctions.

  • avatar
    Kyree S. Williams

    I mean, this is what normally happens when a new Range Rover of any sort debuts. There’s white-hot interest and a waiting list…not to mention loads of exporters trying to get their hands on it. And the dealers don’t negotiate.

    I guess this time that tactic isn’t working as well.

  • avatar
    Boxerman

    Sucess breeds competition, it just takes time.

    Even at ferrari you can now take home a new 488 off the showrooom floor. A few decades of “hubris” brings in alternatives and a potential customer base who has been permenantly alienated.

    Why buy a RR, there are so many great and agruably better alternatives these days. If they want to sell, they need customer servive and all that encompases.

    Dont know about the velar, but thought the new Disco was a cynical load of shite.

  • avatar
    Stanley Steamer

    “Dealers taking advantage of a good situation and allowing a new model to rest on the laurels of its successful forebears?”

    ha, I used to own a P38A and L322. There are no laurels to rest on. I’ll never touch another one of their products again.

    • 0 avatar

      According to LR apologists, those are the best ones.

      • 0 avatar
        krhodes1

        The P38A was the best one. The L322 not so much, IMHO. I am no apologist, I went into it with my eyes wide open, and was pleased that it wasn’t as painful of an experience as it could have been. They are wonderful but deeply flawed vehicles, best experienced deeply depreciated by an owner who knows what to do with a wrench and who can afford much more expensive (and additional) vehicles. I would certainly buy another one, though my current Discovery I is nice enough but SOOOOO much less complex and easier to deal with. It’s nowhere near as special as the Range Rover though.

        I have almost zero use for the newer ones. I like the looks of the Discovery Sport, but would never buy one. Too much for what is essentially a Ford Escape in a tailored suit. I don’t get the point of the Velar.

        • 0 avatar
          Stanley Steamer

          The P38 is certainly the best looking one, but I could show you pages of parts it needed by the time it reached 100k. Shoddy electronics is it’s Achille’s heel. I did most of the work myself, but the head gaskets were done by a pro. I’m an unwilling scholar of this vehicle. After years of fanatical maintenance, I gave up when the BECM went haywire. I didn’t have the L322 long enough – I lost my nerve after the 3rd CEL.

  • avatar
    Syke

    2.99%?

    Jeezus Keerist, what a rip-off. The local federal credit union down in Norfolk offered me 2.89% when I bought my new Gold Wing. And if you’ve ever shopped motorcycles, you automatically assume that the finance rate is at least double what is offered for an automobile.

    That 2.99% is about the equivalent of 6-7% motorcycle financing.

    Which is what Harley-Davidson offers on an Electra-Glide. And if you take a look at Harley’s current sales figures . . . . . .

    • 0 avatar
      Compaq Deskpro

      It’s not that bad, the lowest anyone would offer near me was a local credit union advertising 2.5%, 2.0% if you moved your money over and made them your bank (which I did). I had no credit history at all when I got the car, so the dealership gave me an eye watering 11%. I’m sure a lot of people don’t even go that far and just keep on paying, there are some awful interest rates being paid out there.

      • 0 avatar
        krhodes1

        Nobody who can genuinely afford a new Land Rover product should be paying more than 2% right now. If you don’t have the credit rating to get that interest rate or below from any number of banks and credit unions you should not be shopping $40K+++ C/SUVs.

  • avatar
    Rocket

    It’s an attractive car, but it’s far from the styling masterpiece it’s made out to be. Add the astronomic pricing, idiotic touchscreen center stack and lackluster engine lineup, and they’re actually selling better than they have a right to.

    Regarding those engines, I find it particularly ironic that Ford’s 2.3T and 2.7T or 3.0T would provide a far more appropriate level of refinement at this price point. That supercharged JLR V6 is particularly grainy.

  • avatar
    jkross22

    I don’t understand why people love Range Rovers. They look great and are supposedly wonderful to drive, but the reputation of being complete dumpster fires of reliability should scare most away. But it doesn’t.

    • 0 avatar
      White Shadow

      That’s because it’s not usually anywhere as bad as you think it will be. Even the vehicles at the very bottom of today’s reliability rankings are still very reliable overall, especially for the first few years that most lessees will have them. A warranty makes them nearly zero risk and if the car has an issue, you get to drive another one for free while yours is being repaired. So why not roll the dice and get one if you like them? It’s basically a zero risk proposition, at least for the first few years. That’s the same reason I drive a Jeep.

    • 0 avatar
      krhodes1

      For the sorts who buy real Range Rovers new, it’s their 4th or 5th car and they don’t care.

      And today, worst reliability in the world would make you better than average 25-30 years ago, so the reality just isn’t that bad. And the dealerships are very, very nice.

      I owned an ’01 P38A Range Rover from age ~12 to age ~16. Bought with 120K, put 30K on it. Yeah, stuff broke here and there. I had to do some maintenance on the air suspension. But it only failed to get me where I was going once, when I deferred changing an aged and obviously bulging radiator hose a little too long. My fault, not that of a 140K mile vehicle. It was neither horribly expensive to run nor terribly difficult to fix/maintain. Bought for $5500, sold for $4500, probably put $1500 into it in actual repairs/maintenance over 4 years. Nothing particularly out of the ordinary other than the $300 fuse/relay panel (it’s a consumable on these). waterpump, a couple tie rod ends. Suspension O-rings, the aforementioned hoses. The HVAC servos. All my own labor of course. Figure another $1000-$1500 if you had to pay somebody to do what I did. Lovely truck to drive, made you feel like Royalty just sitting in it. Best vehicle in snow I have ever driven, on four snow tires. Rolls down the highway at 85mph like an S-Class. Towed the boat like a dream. That said, I would never, ever, ever own one as my only vehicle. Any more than I would want a Ferrari as my only vehicle. In their own way, a proper Range Rover is just as much an exotic as any Italian supercar.

  • avatar
    lagunadallas

    I admit to ordering a nearly fully loaded Velar with an MSRP of $86K. When it arrived, I thought it was nice…but it felt more like a $65-70K car to me. After a quick look through dealer inventory, I instead ended up leaving with a pristine 2016 Range Rover Supercharged (full-size) with a $112K original sticker, perfect Carfax/1-owner car, only 18K miles…for the *same* price. It was a much more substantial vehicle, and with $25K in depreciation out of the way, a much better value as well. I’m thrilled with it.

  • avatar
    ajla

    For about $56.5K MSRP you can get a new Discovery SE with the 3.0T, premium paint, LED headlights, real wood trim, 7 seats, 2-speed transfer case, fill-size spare, and towing package. When you consider the asking price on a Durango Citadel V8 or GM/Ford BOF SUV that isn’t really that bad.

    I’m not sure what the Velar really brings to the table for the extra bucks.

  • avatar

    Do you mean new square Discovery (proper one) or the one for next year which is hideous?

  • avatar
    Tstag

    JLR don’t normally discount cars at all. If you go to BMW or Mercedes dealers you can get terrific deals much better than the ones on offer from JLR dealers. Indeed when they get a big hit like the Velar all of the entry level models suddenly become supply restricted forcing buyers to spend more money! The real question here is not why JLR didn’t do more deals, but why BMW and Mercedes do so many!


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