Why Was the Land Rover Evoque Convertible Discontinued?
4 Answers
Land Rover Evoque Convertible was discontinued due to low sales volume. Here are the detailed specifications of the Land Rover Evoque: 1. Vehicle Positioning: The Range Rover Evoque is the most compact SUV in the Land Rover lineup. 2. Powertrain: The Evoque is equipped with a turbocharged 2.0TSi4 engine featuring direct injection technology, delivering a maximum power output of 240 horsepower. It is paired with an AWF-21 six-speed automatic transmission. The vehicle comes with MagneRide adaptive dynamic suspension and full-time four-wheel drive. 3. Features: It includes automatic xenon headlights with electric wash function, keyless start system, leather multifunction steering wheel, cruise control, Bluetooth phone connectivity, Meridian sound system, an 8-inch HD touchscreen (for audio/video, navigation, and Bluetooth phone operation), among other features. Optional rear-seat DVD entertainment system is also available.
The discontinuation of the Range Rover Evoque Convertible was mainly due to lukewarm market response. The car had a rather niche positioning—being a luxury SUV yet designed as a convertible, which compromised its practicality. It was also significantly more expensive than the standard version, coupled with high maintenance costs, making many consumers deem it not worth the price. Land Rover has been struggling with stagnant sales and severe inventory pile-up for the Discovery model. Additionally, the SUV market has become fiercely competitive in recent years, with major brands streamlining their product lines. Convertibles themselves cater to a niche demand, especially under China's climate conditions where opportunities to open the roof are limited, so consumers naturally weren’t keen on buying it. Considering all these factors, the manufacturer ultimately decided to discontinue the model. After all, resources need to be prioritized for high-volume, best-selling models.
I think the main issue lies in the ambiguous positioning. Originally, the Evoque was positioned as an urban SUV, but adding a convertible version made it unappealing to both segments. Hardcore off-road enthusiasts found its structural rigidity insufficient, while urban users considered the roof too cumbersome. Especially the cramped rear seating space made it far less practical than the regular version. Coupled with its high price tag and numerous alternatives in the same price range, consumers naturally voted with their wallets. Additionally, the convertible mechanism reportedly had a high failure rate and was extremely costly to repair. Considering all these market feedbacks, Land Rover decided to discontinue this model and focus its resources on electrification, which makes more sense. After all, automakers are now all pushing toward electrification.
The core reason for discontinuing the convertible Evoque is poor sales performance. Its global annual sales barely reached a few thousand units, with even smaller market shares allocated to each region. The convertible structure added extra costs, but higher pricing hindered volume sales. The roof mechanism also increased vehicle weight, impacting range and emission figures – particularly unsuitable amid tightening environmental regulations. Moreover, convertible SUVs inherently cater to niche preferences, with many consumers deeming them impractical. The manufacturer's decision to abandon this model after cost-benefit analysis is logical. With finite automotive resources, prioritizing mainstream models is inevitable. Currently, Land Rover is fully committed to electric vehicle development, making it standard practice to eliminate unprofitable product lines.
