End of the factory in Rio makes Land Rover resume importing luxury SUVs

British automaker Land Rover charted a new strategic direction for its operations in Brazil by deciding to close the assembly line located in Itatiaia, in the state of Rio de Janeiro. Retailers in the automotive segment confirm that the manufacturer will start bringing the coveted Range Rover Evoque and Discovery Sport sports utility vehicles directly from abroad. This drastic change marks the end of a long period of 11 years of industrial activities on national soil, reflecting a profound readjustment in the brand’s business model for the Brazilian consumer.

Strategic transition transfers the origin of vehicles to the United Kingdom

Even without a formal statement from the board regarding the closure of the Rio complex, the stoppage of JLR machines is already an unquestionable reality behind the scenes. The latest examples assembled by Brazilian workers are distributed throughout the authorized retail network spread across the country. As soon as these units disappear from storefronts, future buyers will receive cars unloaded from the port, manufactured exclusively in the traditional industrial hub of Halewood, located in the city of Liverpool, England.

Sales professionals report that there are orders scheduled to land on the domestic market until the last months of 2026. However, the horizon for the Discovery Sport utility vehicle carries a definitive countdown, as the European headquarters decreed the end of the useful life of this project on a global scale for December of the same year. Consequently, model enthusiasts have a very restricted window of time to secure a brand new example before it goes out of production permanently.

In a technical note, JLR justified that the Discovery Sport’s retirement follows a global schedule focused on the transition to an electrified fleet and aligned with the new corporate philosophy called House of Brands. The company made a point of reassuring Brazilian drivers by ensuring that the current catalog remains accessible in stores, with a volume of stock specifically planned to meet the immediate demand of the most loyal customers.

Corporate silence marks the end of industrial operations in Rio de Janeiro

When questioned directly by journalists and industry experts about the exact reasons that led to the treadmills being turned off in the interior of Rio de Janeiro, JLR management preferred to maintain discretion. The absence of a detailed statement about the factory’s closure contrasts with the transparency adopted to explain the changes in the product portfolio, letting the market analyze the high costs of local production against the logistical benefits of direct imports.

Inventory Clearance Generates Rare Opportunities for Luxury Consumers

To empty the yards and prepare the ground for the new imported phase, authorized dealers began an aggressive campaign to burn stock of the last units with Brazilian chassis. Those interested in parking a Range Rover Evoque or a Discovery Sport in the garage are facing atypical commercial conditions for the premium segment. Reductions in suggested prices exceed the six-figure mark, creating a highly favorable scenario for those who have the capital in hand.

Important commercial areas, such as the São Paulo, Rio de Janeiro and Gaucho markets, concentrate the best negotiations at the moment. Analyzing the current table, the Landmark Edition configuration of the Discovery Sport, model year 2026, dropped from an impressive R$461,455 to an attractive R$399,990. This aggressive repositioning guarantees the buyer an immediate saving of R$61,000, enough to purchase a popular used car or cover years of insurance and maintenance for the SUV itself.

Both vehicles share a mechanical set renowned by British engineering, ensuring robust performance both on asphalt and light trails. The technical specifications that power these utilities include:

• 2.0 engine from the Ingenium family with turboflex technology.
• Four-cylinder architecture designed to optimize consumption.
• Maximum power calibrated to deliver 249 horsepower.
• Traction force with maximum torque set at 37.2 kgfm.

Rebate on Range Rover Evoque exceeds the one hundred thousand reais mark

If the economy in the family model already draws attention, the cut applied to the coupe-designed SUV reaches even more surprising levels. The top-of-the-line Autobiography variant of the Range Rover Evoque, also part of the 2026 harvest, underwent a strategic devaluation in the showcase to accelerate sales. The utility, which originally required an outlay of R$521,650, can now be billed for R$419,990.

This exact difference of R$101,750 highlights the urgency of the concessionary network to renew its physical portfolio before the arrival of cargo ships from Europe. With the same powerful 249 horsepower engine present in its platform brother, the national Evoque bids farewell to the market, delivering a momentary cost-benefit that will be difficult to replicate when the price list is updated with the import taxes included in the next batches.