Land Rover unveiled a bold new diesel-electric hybrid concept at the North American International Auto Show (NAIAS) in Detroit yesterday.

The LRX, a sleek sport utility vehicle, promises to get 50 miles per gallon and form an integral part of Land Rover’s planned $1.3 billion investment in sustainable technology – a proposed expenditure the British brand plans to fulfil over the next five years.

With Ford Motor Company looking to offload the brand, the concept promises to move Land Rover in a new direction. Phil Popham, Land Rover’s Managing Director said that the LRX will maintain Land Rover’s off-road capabilities, but will aim at a different type of consumer with different requirements.

“We’ve got to make sure if we are moving into a different segment with a different type of Land Rover, that we actually produce a vehicle that people want to buy,” said Popham.

Earlier this month, Ford named Indian automaker Tata Motors Ltd. as the top bidder for both Land Rover and Jaguar, replacing the other two bidders, Indian automaker Mahindra & Mahindra Ltd. and U.S. private equity firm One Equity Partners LLC, as most likely purchaser. Tata Motors announced a new small car of their own in Delhi last week – the Nano –- which will be the cheapest production car in the world , as part of an aggressive strategy for expansion that included its largest ever presence at the Delhi Auto Expo, showcasing a new range of 17 models of cars, utility vehicles, trucks and buses at the 5200-square meter Tata-Fiat pavillion.

“Our expectation is that if we are sold, the purchaser would be investing in the business based on the business plan that the board has presented to them,” Popham said after unveiling the white concept vehicle. “That includes the opportunity for this car.”

The concept comes at a time when many major manufacturers are looking to produce smaller vehicles, and the motoring industry as a whole is moving gradually towards a greener agenda. BMW has unveiled its first diesel-powered vehicles for the U.S. market, the 335d coupe and X5 xDrive35d sport utility vehicle. Toyota announced plans to offer a plug-in hybrid to compete with GM’s electric Chevy Volt – both are set to hit the road in 2010 – and promised to introduce two new dedicated hybrids at next year’s Detroit Auto Show. Honda unveiled the FCX Clarity fuel-cell powered sedan, which will be leased to a limited number of customers in California later this year, and vowed to increase hybrid sales to 10 percent of its global volume by 2010. And even Ferrari has a biofuel vehicle on display – the F430 Spider.

The LRX is one of a number of ambitious concept vehicles which will be presented to the public for the first time when the motor show in Detroit opens on Saturday, January 19.

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