Grand Rover

Land Rover's all-new LR3 is a luxurious exercise in gas-guzzling, conspicuous consumption. But unlike many competitors, its off-road bona fides are firmly fixed

By Matt Vella

Editor's Rating:

The Good: Tonka-meets-Bauhaus looks; off-road proof; gorgeous interior canopy

The Bad: Shamefully low gas mileage; vertical dash buttons can be hard to spot

The Bottom Line: A Mommy tank with genuine Daddy virtues underneath

Reader Reviews

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Up Front

Sometimes it's impossible not to love what's bad for you: fudge ripple, French fries, martinis, and, yes—even at $3.50 a gallon—gas-guzzling mega-SUVs with looks and class to spare. Land Rover's all-new LR3 carries on the brand's noble traditions of trek-worthy technology wrapped in haute-couture luxe. Unfortunately, this truck's fuel economy is plain sinful.

Never mind that. The press is smitten with the LR3. At a quick glance—and according to Land Rover corporate parent Ford (F)—it appears to have been last year's most decorated SUV. Indeed, its introduction unleashed a sea of "SUV of the Year"-type awards from the likes of Money, Road & Travel, and Popular Science, among many many others.

Internationally, the LR3 also enjoyed a loving spotlight, with publications from Britain to China fawning all over its striking geometry. Even the Texas Auto Writers Assn. ceremonially deemed it the "SUV of Texas," affixing once and for all a badge of genuine, American-approved roughness and toughness.

Buyers liked it, too. A welcome replacement for the aging Discovery, the LR3 quickly reinvigorated sales. In fact, since the beginning of the year, it's sold 9,954 units, making it the most popular model in the company's lineup.

Admittedly, that's down slightly from the 11,572 LR3s that Land Rover sold during the same period last year. But when you factor in the 9,832 additional Range Rover Sports (see BusinessWeek.com, 8/4/06, "Good Sport")—another new model based on the entry-level architecture—that's a lot of sales off one new platform.

My test LR3 certainly jibed with its all-star résumé. Land Rover lent me a fully loaded HSE model, which carries a base price of $52,985. That's quite a bit more than similar offerings from Acura, Mercedes-Benz, and Volkswagen, though still less than BMW's V8 version of the X5. (It's also a lot more than the basic V6 LR3 that retails for $39,000.)

On top of that, the company threw in a $400 satellite radio; $1,300 cold climate package; $625 heavy-duty package; and $1,750 luxury package. The total package—i.e., the biggest power plant with every available option—rolls in at $56,475, with a $715 destination charge.

Behind the Wheel

The HSE trim line comes equipped with a 4.4-liter V8 underhood that delivers 300 horses, which Land Rover says gets the LR3 to 60 mph in just under nine seconds. Not bad for 5,426 girthy pounds. The automatic transmission is so smart and smooth that the Commandshift manual feature is irrelevant.

On urban jungle terrain, the LR3's ride is smooth even when attacked by fierce Manhattan potholes. The deeper pock marks on roads in the wilderness of suburban New Jersey were overcome with equal aplomb. It isn't the most precise steering available in the class by far, but the LR3 does corner confidently, if with a slight lumber. Braking is near-immediate and, overall, excellent.

Outside, simple geometry takes precedence over trendy elements common to the class. Andy Wheel, the LR3's designer, said recently that he was inspired by modern architecture when mulling the new shape.

Undoubtedly, the car's great looks have helped its success with customers and the press. The wheels are pushed deep into the corners, and the Discovery's classic stepped roof is still present. These details, along with the techno headlamps and minimal trim, distinguish it from anything else on the road.

While the LR3 may be a thing of a beauty, it is a hungry thing of beauty. Rated to get between 14 and 18 mpg, the LR3 is by no means the worst in its class. It's simply another gas guzzler, a particular shame given its ground-breaking looks.

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