10:55 am, October 29, 2026
JLR is expecting almost 80% of buyers of its forthcoming Range Rover GT to be new to the brand as the British manufacturer prepares to enter a new part of the luxury car market.
The new model will be the lowest and most car-like Range Rover ever built, with bosses hoping it can attract customers who would not traditionally consider one of the firm’s SUVs.
Speaking in an exclusive interview with Car Dealer, Range Rover managing director Martin Limpert said the GT had been developed to appeal to a different audience rather than simply taking sales away from existing models.
He explained that the company wanted each of its vehicles to have a distinct identity, with the flagship Range Rover focusing on refinement and luxury, while the Range Rover Sport offers a more dynamic driving experience.
The GT, meanwhile, will introduce an entirely different proposition.
‘With Range Rover GT, we wanted to bring in a new family, but to be honest, not just another SUV,’ Limpert said.
‘But something that gives us conquest opportunity, first of all. So we expect that almost 80% of the Range Rover GT buyers to be new to the brand.’
He added: ‘It’s the lowest Range Rover ever. It’s the most car-like Range Rover.
‘In terms of proportion, it’s a true grand tourer, but at the same time, it does everything you expect of Range Rover because it’s been tested like every other Range Rover as well.’
Despite its lower, more car-like proportions, Limpert insisted the GT would retain the capabilities associated with the Range Rover name.
The model will also be the first vehicle from the JLR group to use the company’s new Electric Modular Architecture (EMA).
Limpert believes the GT could allow Range Rover to establish itself in a new segment of the luxury market, following the success of models such as the original Range Rover and Evoque.
He said: ‘There were a few magic moments in Range Rover’s history, where Range Rover managed to define or recreate a segment.’
Pointing to the original model’s arrival in 1970 and the subsequent introduction of the Evoque, he argued that both had helped establish new categories of luxury vehicle.
He added: ‘We feel that the Range Rover GT is the next opportunity for us to create something that doesn’t exist like this.
‘There’s lots of grand tourers in the marketplace. But none of them that can do what the Range Rover can do.’
The expansion has also been made possible by Jaguar’s move into a different part of the luxury market.
With Jaguar being repositioned as a more exclusive electric car brand, Limpert acknowledged that Range Rover now has greater freedom to develop vehicles that might previously have overlapped with its sister marque.
Asked whether Jaguar’s reinvention had opened up opportunities for Range Rover to introduce lower, sportier models, he agreed.
‘Exactly, because each brand has now its own personality that moved further apart in terms of its positioning, and you’re right,’ he said.
‘That gives us more space to breathe within the Range Rover brand.’
The GT is one of three major launches currently occupying Range Rover, alongside the fully electric versions of the Range Rover and Range Rover Sport.