Land Rover will unveil the LRX concept at next month’s North American International Auto Show in Detroit.

The LRX, described as a “cross-coupe,” indicates the brand’s shift into new areas of the market, Land Rover says.

“LRX has unmistakable Land Rover design and the breadth of capability that you would expect from our vehicles. But it carries those essentials into a segment where the brand has never been before,” says Phil Popham, managing director. “The LRX is in every respect a Land Rover, but it’s a very different Land Rover.”

The 3-door compact LRX boasts lightweight materials and sustainability focused technologies, which address the needs of a changing world, Popham says.

Although smaller than the Land Rover LR2 cross/utility vehicle, the LRX was conceived as a premium car aimed at new customers in the luxury and executive sector who want the benefits of 4-wheel drive and the visual appearance of a larger vehicle, but in a compact package, Land Rover says.

“It’s a Land Rover that would be comfortable on Bond Street or Fifth Avenue but wouldn’t flinch at getting its wheels dirty,” says designer Gerry McGovern.