"The e-Terrain technologies are practical, feasible, real-world solutions," says Matthew Taylor, managing director of Land Rover. "In every case, they preserve – and in most cases improve – our breadth of capability. We are not prepared to dilute the essence of Land Rover. But we are committed to improving fuel economy and reducing CO2 emissions."

Over the past nine years, Land Rover’s cross-range emissions output has fallen by 13 per cent, compared with the motor industry’s overall average improvement of 9.7 per cent. Indeed, the Freelander Td4 diesel’s CO2 emissions compare with many hot hatches, and the seven-seater Discovery 3 TDV6 has CO2 emissions to match many saloons. Furthermore, the CO2 emissions from the latest 2006 Range Rover V8 have been improved by 11 per cent over those of the outgoing 2005 model.

In addition, more than 90 per cent of all Land Rover vehicles currently sold in Europe are diesel powered, combining the versatility of a 4x4 with the economy of a typical family car.

But the Company is committed to going much further. While adhering to Land Rover’s core abilities as versatile, all-terrain vehicles, the Land_e technologies target a sub 150g/km CO2 figure which equates to a combined fuel economy figure approaching 50mpg or 5.65L/100km – in a vehicle similar in size to the current Freelander. Such CO2 emissions levels are comparable with a typical petrol B segment or diesel C segment car, representing an almost 30 per cent improvement on today’s figures.