Land Rover stunned us all at the 2018 Geneva Motor Show after it dropped the covers on the Limited Edition Range Rover SV Coupe. It was showcased as a factory-designed, custom two-door SUV powered by a 577-hp V8 engine.

At the time, the Coupe SUV was priced at $315,000 which was a whopping $63,000 more than the Bentley Bentayga, but far more exclusive. It was poised to be limited to just 999 models which would be hand-built at Jaguar Land Rover’s Special Vehicle Operations in Coventry. However, recent news from London suggests that the company has axed its production.

Range Rover SV Coupe

The company has not disclosed the number of bookings it had received but claimed that some of them had plumped their vehicles up to $446,000.

Buyers who put down deposits and configured their cars were faced with the bad news after Land Rover said that they wouldn’t be getting one. The company has not disclosed the number of bookings it had received but claimed that some of them had plumped their vehicles up to $446,000.

Speaking to Auto Express, Land Rover said, “We’ve taken the difficult decision to inform our customers that the Range Rover SV Coupe will not proceed into production. Instead, we’re focusing our resources and investment on the next generation of world-class products”.

While the company did not hint at it, this news comes a few weeks after the British brand laid off thousands of employees citing lower demand in China and a slump in sales of diesel cars in Europe.

Range Rover SV Coupe Interior

It was poised to be limited to just 999 models which would be hand-built at Jaguar Land Rover’s Special Vehicle Operations in Coventry.

Currently, the English firm is credited for a higher proportion of cars in Britain than any other major or medium-sized carmaker. Reports suggest that the firm has also spent millions of pounds make itself Brexit-ready in case there are tariffs or customs checks.

Between April and September last year, Jaguar Land Rover lost about $450 million and had announced a cut of close to 1000 jobs in Britain. Apart from that, it had also announced a three-day-week working pattern in Castle Bromwich after calling off production for two weeks at its Solihull plant.