Land Rover Crosses Boundary

December 17, 2007 at 2:01 am Leave a comment

British brand Land Rover is known for its rugged 4×4 vehicles with luxurious qualities.  Naturally, these vehicles are large ones which can tackle dirt roads and other off-road tracks but also has the aesthetic value which makes them perfect vehicles for cruising around the block.  Well, that is if you can afford that much gas.  Anyway, the British brand recently announced that they are headed in a new direction with the LRX concept vehicle which is about to be unveiled at the 2008 NAIAS.

Phil Popham. Land Rover’s managing director described the LRX according to The Auto Channel saying:  “The LRX concept delivers the powerful message that we are as serious about sustainability as we are confident about the continuing relevance and desirability of our vehicles.  The LRX is in every respect a Land Rover, but it’s a very different Land Rover.”  Pretty confusing?  Let us let Popham explain further.

“LRX has unmistakable Land Rover design and the breadth of capability that you’d expect from our vehicles. But it carries those essentials into a segment where the brand has never been before, and with a proposed level of efficiency that would make it one of the cleanest vehicles in its class.  It is Land Rover’s way of affirming the brand’s responsible approach to future product development. At this stage, LRX is purely a concept, designed to help us develop our thinking as well as gauge customer reaction — but this feels like a hugely exciting direction to take.”

Gerry McGovern, Land Rover’s design director is also full of praise for the LRX and the company.  “LRX is a design born out of passion for the brand, but it is different, relevant, engaging and exciting — because Land Rover has never built ordinary cars,’ he said.  “LRX has a highly desirable identity and the design alludes strongly to its capability, while clearly underlining our forward-looking philosophy — it’s a Land Rover that would be comfortable on Bond Street or Fifth Avenue, but wouldn’t flinch at getting its wheels dirty.”


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