The gloves are off. With the market for luxury crossover and SUV ready for the taking, Jaguar Land Rover is going all in.

At the 2017 Geneva Motor Show, the company unveiled the all-new 2018 Range Rover Velar.

"The new Range Rover Velar brings a new dimension of modernity to our brand while reinforcing our total commitment to design and engineering excellence," Land Rover chief design officer Gerry McGovern said in a statement ahead of the unveiling.

The Velar is billed as a stylish, high-tech competitor against the best Germany can offer. That means taking on segment leaders such as the Porsche Macan and the Audi Q5.

For JLR, 2016 was a record year in terms of sales and profitability - driven primarily by the booming demand for SUVs. So it's easy to see why they are so keen to keep the good times rolling.

With the Velar, Land Rover's premium Range Rover sub-brand expands to four distinct models that range from the compact Evoque to the ultra-luxury Long Wheel Base SV Autobiography. These vehicles will sell alongside Land Rover's own Discovery family of SUVs as well as the F-PACE from sister company Jaguar.