Range Rover GT aims for 80% new‑brand buyers

Jaguar Land Rover plans to launch the Range Rover GT, a lower and more car‑like grand tourer, and expects almost 80% of its buyers to be new to the brand, giving dealers a major conquest opportunity in a fresh luxury niche.

Key takeaways

• Nearly eight in ten GT buyers are projected to be first‑time Range Rover customers.
• The GT will be the lowest, most car‑like model in the Range Rover line‑up.
• It will be the first JLR vehicle built on the Electric Modular Architecture.
• Jaguar’s shift to an exclusive electric focus creates extra space for Range Rover.
• The GT joins fully electric versions of the Range Rover and Range Rover Sport.

GT targets a new customer base

Range Rover managing director Martin Limpert said the GT is designed to attract buyers who would not normally consider a traditional SUV. By offering a true grand tourer with lower proportions, the model seeks to expand the brand’s appeal beyond its existing clientele.

The aim is not to cannibalise sales of the flagship Range Rover or the Range Rover Sport, but to add a distinct proposition that opens a new segment of luxury buyers.

Distinct positioning within the Range Rover range

According to Limpert, the flagship model remains focused on refinement and luxury, while the Sport variant delivers a more dynamic driving experience. The GT, by contrast, combines the capabilities of a Range Rover with a grand tourer’s on‑road character.

He described the GT as “the most car‑like Range Rover” and stressed that it will retain the off‑road competence expected of the badge, having undergone the same testing regime as other Range Rover models.

New platform and grand tourer credentials

The GT will be the first JLR vehicle to use the company’s new Electric Modular Architecture (EMA). This platform underpins the fully electric versions of the Range Rover and Range Rover Sport, signalling a shared technology base across upcoming models.

Limpert linked the GT to historic Range Rover milestones such as the 1970 original and the Evoque, suggesting the new model could define a fresh luxury category that blends grand touring comfort with traditional Range Rover capability.

Jaguar’s repositioning creates room for Range Rover

Jaguar is being repositioned as an exclusive electric‑only brand. Limpert said this separation gives each marque a clearer personality and frees Range Rover to develop lower, sportier models without overlap.

With Jaguar moving away from internal‑combustion and mainstream luxury, Range Rover can explore new market segments, using the GT as a flagship example of that expanded freedom.

What this means for dealers

Dealers should prepare for a surge in first‑time Range Rover customers attracted by the GT’s grand tourer appeal. Stock‑mix planning may need to include more entry‑level luxury models alongside traditional high‑spec SUVs.

Training staff on the GT’s unique selling points - lower ride height, car‑like handling and retained off‑road capability - will be essential to convert conquest buyers and maximise profit margins on a model positioned for growth.

Frequently asked questions

Will the Range Rover GT be offered with internal‑combustion engines?

JLR has not confirmed power‑train details, but the GT will sit on the new Electric Modular Architecture, the same platform used for fully electric Range Rover variants, indicating a strong possibility of electrified power options.

How does the GT differ from the existing Range Rover Sport?

The GT is intended as a lower, more car‑like grand tourer, whereas the Sport focuses on dynamic performance and a higher, more traditional SUV stance. Both share off‑road capability, but the GT emphasizes on‑road comfort and luxury.

When can dealers expect the GT to arrive on the showroom floor?

The article states the GT is forthcoming but gives no specific launch date. Dealers should watch JLR communications for official timing, as the model is part of a trio of launches that includes fully electric Range Rover and Range Rover Sport variants.