The Range Rover LRX will be available in 2WD when it launches
Land Rover has revealed that the new baby Range Rover – codenamed the Range Rover LRX – will be offered in 2WD when it’s revealed later in 2010.
We all have to compromise. In an ideal world we’d stick to our principles regardless. But times change and we all need to change with them. Which presumably is the rationale for the decision by Land Rover to deliver a 2WD version of the Range Rover LRX – the new ‘Baby’ Range Rover – when it arrives later this year.
It’s quite a hard pill to swallow – a Land Rover without 4WD. It’s a bit like turning Jaguar XJ design on its head or making a ‘Sporty’ Range Rover – both of which JLR have done in recent years – and will seen by many as an unacceptable step. But is it?
Our first instinct was to shout ‘No, don’t do it!’ A Land Rover with front-wheel-drive. That’s horrible. What will separate it from the hoards of off-road wannabe cars? Watering down the Range Rover brand to such an extent that you deprive the badge of its USP – unrivalled off-road ability – can’t be a good marketing move.
In truth, we can’t decide. We see the reasoning – 95% of buyers of soft-road cars never venture off-road. But that doesn’t matter. The fact is that a Land Rover or Range Rover will go off-road. Not only will it go off-road, but it’ll do it better than anything else on the market.
And that’s why people pay a premium for a Land Rover product. Without it, what’s the USP? It’s a Land Rover? It’s a Range Rover? It’s the best 4×4 2WD by far?
We spoke to Land Rover and asked for their comments. Phil Popham – Managing Director of Land Rover – told Cars UK:
“Land Rover has announced today that the all-new compact Range Rover will be available in 2WD. This is good news for the company and for our customers. We’re adding to the Land Rover range and expanding our customer base. We will continue to make the ‘World’s Finest All-Terrain Vehicles’ for those customers who require them but will offer an alternative to those that don’t. 2WD is also an important way to deliver improved vehicle efficiency.”
We understand why. We just hope it’s the right move.
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