#RangeRoverSport

This is the third-generation Range Rover Sport, a model at which some traditionalists originally sneered but which has done much for the fortunes (and sales volume) of the British brand. Offering all the RR swagger in a tidy package, this thing has been a darling in the moneyed set for nearly two decades.

The newest one, unveiled earlier today across the pond, will be offered with a variety of powertrains including – you guessed it – an all-electric model in the next couple of years.

Does the world need wicked-fast luxury SUVs with hefty pricetags?

Probably not.

Does Land Rover sell at least one? Yes, yes it does.

Even Range Rovers need to go green.

Or, at the very least, offer “green” engine options to accrue cred with the right kind of well-heeled buyers.

While I believe some of the greenies with plenty of green in their bank account are sincere about their intentions to save the planet (and I definitely believe the climate is changing, and we’re at fault), other green types are simply signaling virtue. Still others think they’re doing the right thing, without considering that not all hybrids are the same.

Some hybrids aren’t even meant to maximize fuel economy – their electrified hardware strives mainly for enhanced performance.

“I could have had a V8!” was the tagline for a foul tonic of liquified vegetables and spices sold by Campbell’s, but also a metaphor for the deadly automotive sin of purchasing a V6 muscle car. In my own lifetime, I remember when anyone with a Y chromosome that willingly purchased a 6-cylinder pony car was derided as a skinflint at best, effete at worst. It wasn’t until the second decade of the 2000’s that things changed. The V6s on offer suddenly became legitimate options for ponycar buyers.

The V6 Mustang was no longer a secretary special, but a legitimate sports car, offering comparable straight line performance with the old Mod Motor Mustangs, and able to dispatch its import competition around a road course. The GM HFX V6 and Chrysler Pentastar V6s went a long way to raise the game of the rental-spec Camaros and LX/LY chassis cars respectively, making it hard for us to imagine that the old 2.7 Chrysler V6 and the GM 3.9L ever existed. That doesn’t mean that you should willingly opt for two less cylinders. Not in a pony car. But in a Range Rover Sport, it wouldn’t be the worst thing.

I got a call from my folks a year ago. It went something like this: “your mom wants a new Grand Cherokee for her birthday, what do you think?” I called up Chrysler and snagged a 2013 Grand Cherokee Overland Summit, the last major Mercedes/Chrysler vehicle to launch before Fiat took the reins. I came to the conclusion the American Range Rover was all kinds of crazy, had drivetrain deficiencies and she should wait until the 2014 refresh. That refresh has landed, so should mom buy one?

With the introduction of the new Range Rover already underway, next on the agenda is the smaller Range Rover Sport.

Land Rover and Jeep are the original go-anywhere brands and the brands most resistant to losing sight of their hard-core mission. Unfortunately this focus can’t shelter them from the need to meet evermore stringent emissions and fuel economy standards. What’s an iconic sub-brand like Range Rover to do? Dress up a small cross over in high-fashion bling for the urban set. This presents today’s question: does the Evoque dilute the off-road brand or is it an extension into uncharted waters?