It looks like a black and silver version of the white LRX concept you may have seen pictured at the Detroit show, but this one - that will debut at the Geneva show - represents what Land Rover calls “a contemporary example of personalization.”
That’s a substantial difference in marketing position, and a solid clue that leads us to the conclusion that Land Rover is probably very serious about going to production with this concept.
Land Rover itself seems to be taking a clue from the MINI marketing model, which is, as they say, to gauge consumer interest in “new opportunities for vehicle personalization.”
Black paint, a silver roof and new detailing such as mesh inserts in the air intakes and, of course, that radically “squished” design point to a new look for Land Rover, and along with it, a new spate of materials. The roof is made of carbon with built-in tie-down points for snowboards and skis, and it is removable. The roof bars are also new, and there’s now a step on the rear bumper.
Land Rover is obviously proud of the concept’s interior and is working on making the radical shapes and materials into something viable for mass production (the ultra-thin bucket seats spring to mind).
At a reported 20” shorter than the LR3, is it still too big? With its exotic materials and Range Rover Sport-ish look, is it too far “out there” to attract Land Rover’s core audience? Or are they looking to expand into a nouveau landed gentry? Time – and consumer reaction – will soon tell. See you in Geneva.
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