While studying the systematics and taxonomy of round-eared sengis (genus Macroscelides), we identified an unusual specimen from remote northwestern Namibia in the collection of the California Academy of Sciences. To determine if this represented a different species, we made 9 collecting trips with 5,616 trap-nights of effort that produced 16 voucher specimens (including the original specimen) of the unusual sengi. These specimens are distinguished from other Macroscelides species by morphological metrics (they are smaller), external features (rusty-tinged pelage, large subcaudal gland, and lack of dark skin pigment), and by divergence at 3 independently segregating DNA loci. These traits are the basis for the description of a new species of Macroscelides that seems to be confined to gravel plains associated with the distinctive reddish colored Etendeka geological formation of northwestern Namibia. The new species appears to be reproductively isolated from congeners, because portions of its distribution are sympatric with that of the Namib round-eared sengi (M. flavicaudatus), and we found no evidence of hybrid individuals or gene flow. The new species is allopatric with the Karoo round-eared sengi (M. proboscideus), which is found about 500 km to the south. The new species, along with M. flavicaudatus, is endemic to Namibia. With this 3rd species in the genus, there are now 19 recognized extant species in the order Macroscelidea. Keywords: elephant-shrew, Etendeka, Macroscelides, Namibia, new species, phylogenetics, sengi.