Land Rover preps LRX Concept

Land Rover is preparing to unveil its LRX concept vehicle at the North American International Auto Show (NAIAS) in Los Angeles next month.

Regarded at the key indicator of the future direction of the company, the LRX marks a radical departure for the British firm but maintains enough of the traditional elements of a Land Rover to be instantly recognisable.

The new car has three-doors, is more compact size, lighter in weight and features sustainability focussed technologies - designed to address the needs of a changing world.

"The LRX concept delivers the powerful message we are as serious about sustainability as we are confident about the continuing relevance and desirability of our vehicles," said Phil Popham, Land Rover's managing director.

"The LRX is in every respect a Land Rover, but it's a very different Land Rover."

Described as a cross-coupé, the LRX is smaller than Freelander 2 and is aimed at the premium market.

It is regarded by Land Rover as a natural extension of its range; complementing the existing models with a car that will help to define a new segment.

It is also the first car to be designed from scratch since Gerry McGovern took over as the company's design director.

"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," said Mr McGovern.

"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."