It is a big deal when Range Rover announces a new model line. The brand — part of Tata owned Jaguar Land Rover (JLR) — only has three model lines currently and the new model will fit in as the second in line after the entry-level Evoque. The new model christened Velar will fit into the hierarchy both in terms of size and youthfulness. The Velar will be officially showcased at the Geneva Motor Show next month.

The new model line was in the works for Range Rover for a while now. Faced with increasing competition in the compact luxury crossover and sports utility segment, including from its sister brand in the Jaguar F-Pace, Range Rover needed a new model for younger buyers looking to upgrade from the Evoque. The Velar is expected to fill that void.

The luxury SUV was created in 1970 when Land Rover launched the original Range Rover. A Range Rover release mentioned that almost half a century later, that spirit of innovation will continue with the Velar.

Elegant simplicity, a visually reductive approach and pioneering consumer technology are the hallmarks of the new Range Rover Velar. Quoting Land Rover Chief Design Officer, Gerry McGovern, the official release said: “We call the Velar the avant garde Range Rover. It brings a new dimension of glamour, modernity and elegance to the brand.”

The company also claims that the Velar is refined for every occasion and terrain, and it uses unique sustainable materials and advanced engineering to continue Land Rover’s drive to go Above and Beyond.

The origin of the Velar name (pronounced vel-ar) dates back to the first two Range Rover prototypes of the Sixties: the pioneers of the luxury SUV landscape. When development engineers needed to hide the true identity of the 26 pre-production Range Rovers, they chose the name Velar, derived from the Latin 'velare' meaning to veil or cover.

Full details of the Range Rover Velar will be announced at the world premiere, to be held on March 1, 2017.

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