The Freelander, Discovery and Defender models from Range Rover currently out-sell the new Evoque, but JLR believes that by 2030, it will be the more luxurious models wooing motorists.
The Evoque was launched just last year and has enjoyed a great deal of success, not only in the UK, but around the world too. Such is the optimism surrounding these new, sleeker, more suburbia-friendly models, that JLR has unveiled a prototype convertible 4x4 at the Geneva Motor Show.
While there are currently no plans to produce the model, many industry analysts believe it will indeed go into production, such is the interest shown globally in the Evoque.
This is all very good news for JLR and its UK manufacturing facilities, but the firm also has plans to build another factory in China. It is currently looking for a manufacturing partner with which to do this. Key to the brands continued success, say JLR, is the infiltration of markets in emerging economies such as Brazil, China, India and Russia.
For a brand that started out producing tough, reliable vehicles that wouldn't have you calling your annual breakdown cover provider every few weeks, it is impressive how JLR has blended these qualities with a sense of luxury and innovative design that few other SUV makers can match. Evoque lovers watch this space.