According to Environmental Leader and Greenbang, Land Rover is investing more than $1.3 billion to develop environmental solutions, giving the automaker the leading position in terms of UK automotive “green” technologies. The automaker expects to deliver its first 2WD SUV, the Freelander 2 eD4, at the start of 2011, which also is considered to be the company’s most economical vehicle in terms of carbon emissions, according to the article. Land Rover also is partnering with ClimateCare to offset CO2 emissions from all of its manufacturing assembly operations.
Land Rover going in this directions points in a couple of directions - one being strict emissions rules in Europe and other markets Land Rover does business. Another is the brouhaha Tesla Motors is creating with the splash its making by partnering with major OEMs for its technology innovation, and the appeal of its $110,000 Roadster. The early adopters are the early buyers of products, and for green machines, the appeal appears to be the cutting edge technology, the ability to play first with a new toy, and the image it creates for the buyers. It's all good.