The SUV boom shows no sign of slowing down. What was once a niche body style has become the dominant force in the European new-car market, reshaping manufacturers’ product strategies and pushing traditional vehicle segments further into the background.
But even in the world’s most popular automotive segment, success is never guaranteed.
Several familiar SUVs are approaching the end of their road, with some models scheduled to disappear from production as early as the end of 2026, while others are expected to remain in showrooms only until 2027. Falling sales, increasingly demanding safety regulations, electrification strategies and changing consumer preferences are all playing a role.
The SUV market may be booming, but there is simply not enough room for every model.
SUVs now dominate the European car market
The numbers tell the story better than almost anything else.
SUVs accounted for roughly 40 percent of new-car sales in Europe in 2020. Today, their share has climbed to around 60 percent, making the SUV by far the most important vehicle category for many manufacturers.
The trend covers virtually every segment, from small urban crossovers and compact family SUVs to large luxury models and electric SUVs.
With almost every major manufacturer now offering multiple SUVs, competition has become extremely intense. A model can have a respected name, a long history and a loyal customer base, yet still be eliminated if sales volumes no longer justify keeping it in production.
That is exactly what is happening to several recognizable SUVs.
Land Rover Discovery Sport: a victim of falling sales and tougher regulations
One of the names expected to disappear is the Land Rover Discovery Sport.
The Discovery Sport has occupied an important position in the Land Rover lineup for years. Positioned as a more accessible alternative to the brand’s larger and more expensive SUVs, it was designed to attract buyers who wanted the Land Rover image without stepping into the highest price brackets.
However, the model is now facing two major problems: declining demand and increasingly strict European regulations.
The European Union’s GSR2 safety regulations have introduced significantly tougher requirements for new vehicles. Meeting those requirements can be particularly challenging for older vehicle architectures, and updating an existing model to comply with every new regulation can become difficult to justify financially.
For the Discovery Sport, the result appears to be the end of the road.
The decision is also part of a broader transformation at Jaguar Land Rover, which is repositioning Jaguar, Range Rover, Defender and Discovery more distinctly as individual brands.
The Discovery Sport’s departure therefore represents more than the end of a single model. It is another sign that JLR is simplifying and reshaping its product strategy for a rapidly changing automotive market.
Ford Kuga: a successful SUV that still couldn’t escape the axe
The Ford Kuga is another established SUV approaching the end of its current production run.
After three generations, the Kuga is expected to cease production at the end of 2026. That decision will have a direct impact on Ford’s Almussafes factory in Spain, where the Kuga has been produced.
On paper, the Kuga might seem like an unlikely candidate for cancellation.
The compact SUV has been one of Ford’s most successful models in Europe and has enjoyed particularly strong demand for its plug-in hybrid versions. In fact, the Kuga has repeatedly ranked among Europe’s best-selling plug-in hybrid models.
Within Ford’s European lineup, only the Puma has sold more units in recent years.
Yet the automotive industry is not driven by sales figures alone. Production costs, factory capacity, electrification plans and future product strategies can be just as important.
There may, however, be life after the Kuga.
Reports suggest that Ford could eventually revive the Kuga name on a new electrified SUV based on technology from Geely, potentially using the Starray EM-i platform. If that happens, the Kuga could return in a very different form, reflecting the growing cooperation and technological links between global automakers.
For now, however, the current Kuga’s story appears to be coming to an end.
Volkswagen Tiguan and the uncertain future of the ID.5
Volkswagen is also reconsidering its SUV strategy as it accelerates its transition toward electric vehicles.
The future of the next-generation Tiguan has reportedly been the subject of debate, with two potential directions under consideration.
One possibility is to retain the Tiguan name and introduce an updated model. Another, increasingly likely, option would be to align the vehicle more closely with Volkswagen’s electric naming strategy.
That could result in the model becoming the Volkswagen ID. Tiguan from 2027.
The potential change illustrates just how quickly Volkswagen’s model naming strategy is evolving. The company is attempting to balance familiar names that carry decades of brand recognition with the new ID. identity associated with its electric vehicles.
At the same time, another Volkswagen SUV appears to have a less certain future.
Volkswagen ID.5 could disappear in 2027
The Volkswagen ID.5 was designed to combine the practicality of an SUV with the sleeker profile of a coupe-style crossover.
It was an important part of Volkswagen’s strategy to expand its electric SUV family, but sales have not reached the levels the company originally hoped for.
Even though the ID.5 has experienced sales growth during the last two years, its overall numbers have remained insufficient to secure a long-term future.
Current expectations point toward production ending around the middle of 2027.
That would leave Volkswagen with one fewer electric SUV in a segment that has become increasingly crowded. Ironically, the same market trend that created the opportunity for the ID.5 is also making it harder for models like it to survive.
Tesla Model X: the electric SUV pioneer nearing the end
Perhaps the most recognizable name on this list is the Tesla Model X.
When Tesla introduced the Model X, it was unlike almost anything else on the market. Its large electric SUV body, impressive performance and distinctive falcon-wing doors helped establish it as one of the company’s technological showcases.
But the Model X never achieved the commercial success of the Model S or, particularly, the Model Y.
The Model Y became one of the most important electric vehicles in the world, while the Model X remained an expensive, relatively niche product.
Its unconventional doors were one of its biggest talking points, but they also contributed to production complexity and early delivery delays. Over time, Tesla made several updates to the Model X, but never gave it the kind of comprehensive redesign that many other manufacturers would have used to extend a vehicle’s life.
That appears to have finally caught up with the Model X.
Tesla has confirmed the end of production, bringing the story of one of the most distinctive electric SUVs to a close.
Why are popular SUVs disappearing?
The cancellation of these SUVs may appear surprising given the continuing growth of the segment, but there is a straightforward explanation.
Manufacturers are no longer competing simply on the number of SUVs they can offer. They are trying to determine which SUVs are profitable, future-proof and compatible with increasingly strict regulations.
Several factors are accelerating the process:
- Tougher European safety regulations
- Rapid electrification of vehicle lineups
- Increasing development and production costs
- Stronger competition within the SUV segment
- Changing consumer preferences
- Pressure to reduce the number of overlapping models
- The need to use factories and platforms more efficiently
A manufacturer can therefore decide to eliminate an SUV even when the vehicle remains popular.
The key question is no longer simply, “Does it sell?”
It is, “Does it sell enough to justify its place in the future lineup?”
The SUV boom will not save every SUV
The disappearance of the Discovery Sport, Kuga, ID.5 and Model X demonstrates an important reality of today’s automotive industry.
SUVs are more popular than ever, but that popularity has created an extremely competitive environment. Manufacturers are filling their lineups with crossovers and SUVs, and consumers have more choices than ever before.
As a result, weaker-performing models are increasingly vulnerable.
The next few years could bring even more cancellations as automakers reorganize their lineups around electric platforms, stricter regulations and fewer but more strategically important models.
Some familiar names will undoubtedly return in new forms. Others will disappear permanently.
For drivers, that means the SUV market of 2027 could look surprisingly different from the one we know today.
The SUV may have won the battle for consumer popularity—but that does not mean every SUV will survive the industry’s next transformation.