Despite recycling its name from a 1999 Cadillac concept and borrowing a trim designation from the Smart car folks, the 2013 Land Rover Range Rover Evoque is a unique player in the premium SUV/crossover segments. It provides both Jeep-esque levels of capability and sophisticated luxury cues, and it does so in a nimble package that’s half a foot shorter than the Ford Escape. The Evoque also happens to be the reigning North American Truck of the Year, as well as Autobytel’s own 2012 luxury suv of the Year, and that’s just the tip of a very large trophy iceberg. (Which also now includes the top prize as the Women’s World Car of the Year, as detailed below.)
Yet even backed by all this buzz, the Evoque hasn’t been much of a sales success. It’s now been at dealerships for a full year—from October 2011 through September 2012—and its high-water mark for sales, 821 units, came in its very first month on the market. Its lowest volume total? Last month, when Land Rover delivered 559 units in the U.S.
So it comes as not much of a surprise that Land Rover is taking a tried and true approach to boosting sales of the 2013 Range Rover Evoque, by lowering its price with a new base model that will come in at $41,995—$2,000 less than its 2012 starting point.