A Crystal Ball into the Future of Land Rover

Land Rover is Britain's most trusted name when it came to go-anywhere transportation. In North America we perceive the brand to be the primary choice in sport utilities for wealthy philanthropists, movie stars and the generally rich and famous - a sort of status symbol; the unrivaled 'Rolls Royce' of sport utilities.

For the British, when it comes to go-anywhere transportation the trusted Land Rover marque gets the nod. (Photo: Land Rover)

Ironically in Europe, and especially its home market, the name is still viewed by many as a farmer or tradesman's tool, although the recent BMW-designed Range Rover and updated baby Freelander have helped change popular perceptions, separating the brand from the rough and unrefined 90 and 110 Defender models.

But despite the marque's upmarket luxury and refinement it is taking a hit from the popularity of car-based crossover SUVs. In order to manage success in both genres, and simultaneously improve its image and ranking, Land Rover aligned with parent company Premium Auto Group (PAG), the Ford division that also oversees Aston Martin, Jaguar and Volvo, to create the new Range Stormer sport concept, which reportedly foreshadows a new and upcoming sporty SUV.

In all their years, the Range Stormer is Land Rover's first real show car. (Photo: Land Rover)

It seems hard to believe, but the Range Stormer is Land Rover's first real show car. Think long and hard, and aside from the limited run of Defender "Tomb Raider" editions and world premiers of production models, the Range Stormer is the first. And it's an interesting concept. It encompasses the traditional capability, comfort and luxury themes that Land Rover is famous for, but alternatively gears the vehicle towards high-speed cross-country forays including the ability to tackle corners with enthusiasm.