Don't Do It, Land Rover

A new Land Rover... I think. (Image courtesy of cargurus.com)

Being a little behind in my automotive news, I was surprised (and horrified) to find that Land Rover will be producing a small, for-the-peasants SUV, with production beginning in 2011. First of all, I will admit that I like the direction in which Land Rover is going with their engines in slowly implementing hybrid technology across their model line. Land Rover has always been somewhat antiquated--on purpose, it seems--which, in my opinion, has only added to their charm and appeal, amongst the smattering of other bland SUVs on the market. But, despite their classic image, Land Rover would surely be foolish to ignore the trend towards hybrid technology in the SUV marketplace.

However, the LRX strikes me as a mistake. First, it is a Land Rover with two doors which, apart from only appealing to the 17-year-old daughters of current Land Rover owners, seems like too dramatic of a departure from their brand image. For consumers, there is little else that will compel them to spend the extra money on a LRX over its competitors, aside from the fact that it is a Land Rover; that, it seems to me, is an awful lot for Land Rover to hang its hat on. Second, it is ugly. While this point might be debated, I will stick by my opinion on this one.

Lastly, it seems that Land Rover has not learned from its mistakes. Remember the Freelander? A couple people wanted them when they came out, but those sentiments were short-lived. The Freelander flopped in the small SUV market. Though, on the upside, if you want one now, they are easy to find, and at bargain prices.

While Land Rover is right to move into the hybrid SUV market, the LRX seems like the wrong way to make an entrance. Someday all of New England's roads will be flooded with hybrid Range Rover Sports, but I doubt the LRX will end up anywhere but on the used car lot next to the Freelander.