Land Rover celebrates sales success

Last November, for the first time in its 59-year history, Land Rover drove through the 200,000 sales barrier. Its global sales reached 205,717, or 27 per cent ahead of the same month last year, putting the company on course for its third successive record sales year.

"This is a significant milestone in Land Rover's history and puts us on a firm footing as the marque approaches its 60th anniversary. Our sales achievement has been driven by exciting new products with improved environmental performance. Confidence is high - Land Rover is firmly in the black with our revamped product line that will continue to be prized highly by our target market," said KIG's sales and marketing manager, Kent LaCroix.

Range Rover, powered by a diesel V8 that delivers a 32 per cent fuel improvement on the petrol version it replaced (it is installed in the compact Freelander II as well), has driven sales across the world. The success of Land Rover's models peaked with even more awards for the Discovery 3, delivered by the British magazine Planet 4x4. Range Rover was voted overall runner-up - just 4.1 per cent behind the Discovery 3, and Range Rover Sport and Freelander 2 both scooping class wins.

"With the top three overall places in 2006 and a clean sweep of class awards this year, Land Rover is getting it right at just about every level. One tester after another was wowed by the Range Rover's class, the Sport's style and the Discovery's practicality," said Alan Kidd, editor of Planet 4x4 magazine.

"But what I think Land Rover can be particularly proud of is that this result comes in a competition where scores for off-roading meant almost nothing - and value for money counted towards almost a quarter of the total mark. It would be easy to write this off as a series of victories for the most expensive machines ... but, in reality, it shows that with Land Rover, you really do get what you pay for," he concluded.

Not one to rest on its laurels, Land Rover has developed a new concept vehicle that is based on trends they feel that this new buyer wants. Called the LRX, is not slated for immediate production. But it is quite a departure from LR's traditional boxy styling cues. It has put a wheel at each corner of the chassis, still retains traditional touches but has applied these appliqués in a way like never before.

Where the old template woos you with old-world civility and charm, this new concept hits you in the face with modernity. It is real swoopy. As the company prepares to celebrate its 60th anniversary during 2008, the three-door LRX, with its more compact size, lighter weight and sustainability-focused technologies, clearly addresses the needs of a changing world.

LRX is described as a cross-coupe and dramatically extends the scope of what Land Rover represents. Though 149 mm (5.9 in) shorter than the Freelander 2/LR2 and 205 mm (8.1 in) lower, LRX was conceived as a premium car, designed to appeal to new customers in the luxury and executive sector - those who want many of the benefits of a 4x4 and the presence of a larger vehicle, but in a more compact package.

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