Just to deep-end a little more, a lunar rover mission can be characterized by several phases: boost, traversal, descent, roving.
Boost: the most expensive phase and, unless you're an aerospace firm or a major government, the one you have the least control over. You probably need to get your vehicle to GTO -- geostationary transfer orbit -- to start the next phase. I can't find stats for that, but it's probably between $10K and $12K per pound, the cost for getting satellites to
LEO and GSO, respectively.
Traversal: getting from Earth orbit to Lunar orbit or Lunar close approach. Here you have a lot of opportunities to save on mass. Ion engine or solar sail are probably your best bets; slow and steady but very light. Also really complicated and can easily fail. You can either try to use the same engine to ease into Lunar orbit or you can "fall" into a fast close approach.
Descent: decelerating to the Lunar surface and touching down. The lander needs retro rockets to kill all its orbital speed so it won't smash on impact, but this causes it to fall so it needs braking rockets as well. Airbags have proven to be good shock absorbers which cuts down on fuel mass for landing. Still, a large fraction of your mass budget will be allocated to this phase.
Roving: making a 500 meter trek and sending some video. The rover on the surface is the ultimate payload, and it would be nice if it could do a lot while it was there, but to claim the prize it really has to do very little. Survive the trip and the landing, send telemetry, take some pictures, drive around the block. As I said before, the main goal of the rover, as with all the other systems, is to be a light as possible.
To break even I'd shoot for a $12 million boost, which puts the total vehicle mass at 1000 pounds. I'd allocate another $7 million on transfer and descent, and maybe $1 million on the Lunar package, including the base station and rover. The total Lunar payload can't be more than about 50 pounds, of which the rover should be about 5.
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