Poor old JLR can’t seem to get it right. The company confirmed today it’s re-engineering its upcoming baby Defender to accommodate hybrid powertrains because EV demand isn’t growing fast enough in gas-loving America. But also today we heard about a very different problem for the British automaker on the other side of the world, where EV obsession means ICE Range Rovers are being brutally discounted in China to secure a sale.

According to a report from Chinese media outlet Jiemian, a locally built Range Rover Evoque L has recently been advertised for as little as 179,800 yuan, equivalent to around $26,600. That’s nearly 60%, or a whopping $36,900 less than its official list price of  429,800 yuan ($63,500) and a startling discount for a premium SUV wearing one of the most prestigious badges in the business.

Gas Cars Are Bleeding Value Across China

The Evoque’s plight isn’t unique. Data shows discounts on gasoline-powered cars climbing sharply from January to May 2026 as dealers struggle to move inventory. According to data from the China Passenger Car Association, the average gasoline-car discount ran to 33,000 yuan ($4,900) over the first five months of the year, nearly double the 17,000 yuan ($2,500) dealers were knocking off a year earlier.

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EVs and plug-in hybrids are holding up far better, reflecting just how rapidly Chinese buyers have embraced electrified vehicles.

The situation has become particularly painful in the used-car market. As more motorists trade combustion-powered vehicles for EVs, resale values have fallen sharply, creating a vicious cycle that makes buyers increasingly nervous about purchasing another gasoline vehicle. In May alone, the average ICE transaction price dropped 19 percent, and a typical three-year-old used car is now only worth 38 percent of its original value, versus 60 percent in 2023, Bloomberg reports.

US Wants MORE Gas Cars

It’s fascinating how this contrasts with the announcement JLR made the very same day. The British automaker confirmed that its new compact Defender (above), along with future EMA-based models widely expected to include the next Velar and Evoque, will now offer a full hybrid option despite originally being conceived as EVs.

That move appears heavily influenced by disappointing EV sales in America, now JLR’s biggest market. While Chinese buyers are rapidly abandoning combustion power – and JLR products in general, forcing the company to withdraw Western-style vehicles – many US customers remain hesitant to make the jump to fully electric vehicles.

It’s a perfect illustration of the challenge facing every global automaker. Build too many EVs and you risk missing sales in America. Build too many gasoline cars and you could end up slashing prices in China. For companies like JLR, navigating that divide is complicated, expensive and full of risk.

JLR, Baldauf

Few vehicles wear the word flagship as comfortably as a long-wheelbase Range Rover. That, apparently, was not enough for JLR, which has now introduced the Ultra. Positioned as the most technologically advanced and finely finished interpretation of the flagship SUV to date, the SV Ultra brings world-first audio engineering to the cabin, along with exterior and interior treatments reserved for this version alone.

The headline act is the SV Electrostatic Sound system, which aims to recast the cabin as a concert hall with every occupant placed centre stage. It is the most sophisticated audio setup ever fitted to a Range Rover, available as an option on every SV trim, the new Ultra included.

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There are 21 lightweight thin-film transducers in total, woven into the headrests, seatbacks, and headlining. Each membrane measures one millimetre thick, responds up to 1,000 times faster than a conventional speaker, and draws 90 percent less power than a traditional setup.

To make sure passengers feel the music as well as hear it, the system pairs with the Body and Soul Seats (BASS) and a Sensory Haptic Floor. Transducers sit inside the seats and beneath the footwell mats, generating AI-tuned pulsations. Beyond entertainment, these can be used for six wellness modes, ranging from “Calm” to “Invigorating”.

Understated Luxury

The SV Ultra is, predictably, built on the long-wheelbase four-seater Range Rover. The body wears an exclusive Titan Silver finish, mixed with aluminium flakes and a process intended to chase a liquid-metal effect.

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The new color is combined with Silver Chrome inserts on the front end, and Satin Platinum Atlas accents on the grille, side gills, and tailgate garnish. Finally, the SUV rides on 23-inch alloy wheels with a bi-tone finish matching the exterior.

Inside, the SV Ultra goes leather-free, trimmed instead in Orchid White and Cinder Grey Ultrafabrics. The seats carry a laser-crafted mosaic pattern, with fine perforations that conceal the audio hardware buried within.

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Another cool touch is the new rattan palm veneer. Utilizing a patented process that preserves its natural open-pore texture, the veneer is finished with an Orchid White tint and extends from the dashboard to the electrically-deployable club tables in the rear.

Powertrain Options

The SV Ultra offers a choice between traditional V8 power and electrified efficiency. The P540 powertrain utilizes the BMW-sourced twin-turbo 4.4-liter V8 producing 533 hp (397 kW / 540 PS).

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The P550e plug-in hybrid delivers a combined 542 hp (405 kW / 550 PS) and offers an EV-only range of 74 miles (119 km) on the WLTP cycle. Finally, a fully-electric Range Rover SV Ultra is confirmed to follow later this year.

Pricing and Availability

The 2027 Range Rover SV Ultra is on sale in selected markets, though access varies. In the UK, it is invitation-only. In Australia, the SUV starts at AU$472,400 (US$337,000) plus on-road costs, making it one of the most expensive Range Rovers ever offered.