We drove a $90,000 Range Rover Velar SUV that's taking on rivals from Mercedes and BMW - here's what it was like

With a starting price of $49,900, the Velar slots in above the compact Evoque and...

...Below the Range Rover Sport and...

...The Range Rover.

In the marketplace, the midsize Velar is a direct rival for big hitters like the BMW X5,...

...Mercedes-Benz GLE, and...

... The Porsche Macan.

It also competes against the corporate siblings Land Rover Discovery and...

...Jaguar F-PACE.

Aesthetically, it offers a sleek, ultra-modern interpretation of the looks we've become accustomed to in recent Range Rovers.

Up front, the Velar features the brand's signature clamshell hood and imposing front grille.

Out back, the Velar's look is punctuated by Range Rover's famous floating roofline and horizontal rear lights.

The Velar's striking looks is the work of Land Rover's design team led by the brand's chief creative officer Gerry McGovern.

According to Jaguar Land Rover, the name Velar comes from the Latin verb velare which means to hide or conceal. And the Range Rover certainly lives up to its name with an ultra-minimalist look that dominates inside and out.

For instance, the Velar's door handles retract into the car thereby creating a smooth undisturbed exterior.

The "hidden" theme continues inside with a cabin that's virtually devoid of buttons. Instead, the highlight of the cabin is the various display screen that effectively takes up the entire center console.

Land Rover equipped the Velar with its new Touch Pro Duo infotainment system which features a pair of 10-inch high definition touchscreens.

Touch Pro Duo performed well during our time with Velar. Dual screen systems tend not to have a great track record of success, but it looks like Land Rover made it work here. Both high definition screens were crisply rendered with relatively easy to use functions.

With the top screen reserved for entertainment, navigation, and cameras, the lower screen is used for comfort and convenience features as well as..

...For the Velar's drive mode selector.

The Velar is also equipped with a pair of multi-function rotary dials with a five-inch TFT display located in between the dials. There are also displays located inside each dial.

In front of the driver, the Velar's festival of displays continues with a 12.3-inch configurable digital instrument cluster.

The Velar's other tech features include a 360-degree camera system, high-speed Wifi hotspot, adaptive cruise control, automatic emergency braking, and a 1,600 Meridian Signature sound system.

Speaking of tech, the Velar is equipped with Jaguar Land Rover's activity key which is a waterproof bracelet that lets you engage in physical activity without the need to keep a key on your person. Simply tap a portion of the Range Rover logo on the reach hatch to lock and unlock the doors.

The Velar's cabin is elegant, stylish, and quiet. Fit and finish feel solid here and really delivers a sense of quality.

The Velar will comfortably seat five while the massive panoramic roof fills the cabin with sunshine.

Lift up the Velar's single-piece rear hatch and...

...You'll find that it boasts 15.7 cubic feet of cargo room behind the second row. Fold down the rear seats and cargo capacity jumps to 70 cubic feet.

Under the hood, our Range Rover Velar is powered by the optional 380 horsepower 3.0 liter, supercharged V6 sending power to a permanent all-wheel-drive system through an eight-speed automatic transmission.

The supercharged six was simply amazing. The engine's broad torque band gives the driver access to gobs of power across the rev range. It's a gem of an engine that we have enjoyed in a host of other Jaguar Land Rover products ranging from the F-Type sports car to the Land Rover Discovery SUV.

The Velar comes standard with a 247 horsepower, 2.0-liter turbocharged inline four-cylinder. A 2.0 liter, 180 hp turbo-diesel is also an available option.

According to Jaguar Land Rover, the Velar can do 60 mph in just 5.6 seconds and a top speed of 155 mph.

What's it like to drive?

The Range Rover Velar drives exceptionally well on road. It's particularly fleet of foot through the corners thanks to its nifty torque vectoring system that brakes Velar's inside rear wheel.

The Velar's steering is a bit vague but well weighted while the adjustable air suspension delivers Jaguar XJ-quality ride comfort. The 4,400-pound SUV definitely feels more like a sedan than an off-roader of great pedigree.

As for off-tarmac driving, we did not get the opportunity to put the Velar through its paces in the wilds of New Jersey. But with the ride height raised, the Velar boasts 9.8 inches of ground clearance with ability to wade through 25.6 inches of water.

The verdict.

Any car company with a solid lineup of luxury SUVs can effectively print money under current market conditions. With with so much cash up for grabs, the market is also incredibly competitive. Everyone brings their A-game and anyone who doesn't get pushed aside by the consumer very quickly.

Lower cost models sell at high volumes but tend to boast lower profit margins while pricier high-end vehicles offer great profit margin, but tend to sell at much lower volumes. With the Velar, Jaguar Land Rover has a product that lives comfortably at the heart of the midsize luxury SUV market where car companies can strike the perfect balance between high margin and high volume.

So for JLR, the Range Rover Velar isn't a luxury, but a necessity amid stiff competition from the German, American, and Japanese premium brands.

Fortunately, JLR really hit it out of the park with the Velar. In all honesty, we really can't think of anything really wrong with it.

Our Range Rover Velar test car was great to drive, comfortable to ride in, is loaded with tech that works, and is beautifully styled.