By on March 3, 2008

lrx.jpgIn the eternal quest for growth and profits, Land Rover is taking their image– which is one of the most focused in the auto industry– and stretching it to include yet another new soft-roader. Yes, rivet counters will recognize this as the same Land Rover LRX concept that we saw in Detroit, only spray painted black. It still looks pretty slick. But the press release just reeks of brand erosion. "The positioning of LRX could be described as moving subtly from traditional SUV to crossover, with its more car-like appearance and dynamics that are sportier and on-road biased." Screw that. Land Rover should be off-road biased. Although the LRX "promises the widest breadth of capability in the class" that means little when you're comparing its mud-plugging talents to a Honda CR-V's. Land Rover claims they're trying to gauge public interest with this model, but if you ask me, it's just Range Rover Sport redux.Hopefully, the brand's new owners will abandon this senseless pursuit of the BMW X3/Infiniti EX/Mercedes GLK/Audi Q5/Acura RDX, etc.

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13 Comments on “Land Rover’s LRX Abomination, Now in Black...”

  • avatar

    Land Rover has a focused image despite Ford’s best efforts? Who knew?

  • avatar
    Martin Albright

    Look at that roofline. Are you sure this isn’t the new MINI SUV?

  • avatar

    The difference between this and the Compass is the LRX looks hot. Really hot.

  • avatar

    I thought Land Rover had the X3/Q5/EX/GLK/RDX sector filled with the LR2. It’s almost an inch smaller than the CR-V.

  • avatar

    We need a new term to describe the class of vehicles that are small jacked-up station wagons with very short windows.

  • avatar

    I just watched “The Gods Must be Crazy” this weekend. The D90 in the movie reminded me of the two things that Land Rover is known for: an utter lack of reliability and top-notch off-road ability. LR should work on the reliability and treat the off-road characteristics as a badge of honor rather than a nasty problem that needs to be taken care of.

  • avatar

    The Land Rover brand has been slowly moving to advertise its on road characteristics, for numerous years now. This model is exactly what its competitors are doing and developing so it needs to be in that marketplace, its a new niche that is being exploited by EVERYONE, it is a business after all, and dont businesses go for profits these days? The future is in smaller more efficient product so i guess we have to live with it, it is a sign of things to come especially as gas prices will continue to rise.
    This is probably the same model as was in Geneva but there are numerous detail changes around the body if you can see them, its not just a repaint job ala flextreme. Wheres the wrist slapping for Audi, Volvo, BMW, Honda etc?
    And in anycase this was the star of the detroit show and it looks so hot it will sell by the bucketfull.

  • avatar

    This vehicle looks like a perfect recreation vehicle to me. Who needs a true Land Rover SUV these days anyways? Something like LRX would be perfect for an urban city dweller who enjoys driving up to snow country for skiing or to nearby state parks for hiking or camping on weekends, while driving a vehicle that retains the characteristics of an on-road vehicle (and a wagon to boot).

  • avatar

    Land Rover is a brand that redefined itself based on a stupid oxymoronic concept “the luxury suv”. Unlike real luxury cars, luxury SUVs are nothing more than a fade fashion statement of the moment. As the fashionistas of the world move onto the new “Green” thing such vehicles liker Range Rovers are losing their “fans”.

    Hence the need to come up with even silly, pointless vehicles, LR as a stand alone brand makes about as much sense as Hummer.
    I know it is too late now but Ford should have combined Jaguar and LR into one brand long ago.

  • avatar

    oh phew! it wasn’t just me who felt compelled to throw up in my mouth upon seeing this monstrosity (now in black!). gotta feel (a bit) sorry for the twonks at tata for buying this discarded fomoco corpse …

  • avatar

    I still enjoy the rare glimpse of Land Rover Defender 90’s and older Series Land Rovers but none of the others ever did anything for me. It seems the brand has just lost its way and that’s unfortunate.

  • avatar

    Gotta say it, this concept is sexy. Even though it’s brand dilution and a dumb segment and yada yada…this thing is a beautiful concept.

  • avatar

    Let me tell you who is happy about this – Jeep and Toyota.

    Jeep is happy because they are now the ONLY players with a real SUV image.

    Toyota is happy because I am quite sure that more Toyota buyers are created by Landy marketing than Landy buyers.

    Toyota should butch up the FJ, or bring back one of the real Land Cruisers to replace one of the other midsize SUV’s. This would put a serious nail in the Landy brand image, and likely help Toyota against Tata in the long run.

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