Popular European Car Brands: Review and Comparison
07.10.2024
European cars have always been in high demand in the used car market due to their quality, technology,...
The history of the legendary Land Rover brand: how the company developed under various circumstances and managed to earn the trust of a vast number of people. H1: Conquering Challenges: The History of Land Rover – From Military Roots to Modern Legend
During that period, Rover received permission to produce civilian vehicles, and the Meteor Works factory in Solihull, previously allocated for tank and aircraft engine manufacturing, became available. The production facilities were abundant with aluminum, which needed a purpose. Maurice Wilks saw aluminum as the perfect material for creating a vehicle suitable for off-road conditions due to its lightweight and corrosion-resistant properties. This choice helped sustain Rover until metal quotas eased.
The first Land Rover vehicle was based on the American Willys Jeep, and by the autumn of 1947, the first complete prototype, named Centre Steer, was introduced. Besides aviation-grade aluminum, the vehicle also borrowed green paint, commonly used for aircraft fuselage coloring.
Interesting Fact: The initial model had a center steering configuration (hence the name), which was quickly abandoned as it was deemed unsafe for road use.
The remarkable interest garnered at the 1948 Amsterdam Motor Show propelled the first Land Rover model into production, surpassing the number of sedans Rover produced.
Interesting Fact: HUE 166 – this was the license plate number of the first model, later featured on the brand’s souvenir products.
In the 1960s, Rover conducted an extensive marketing study revealing that Land Rover accounted for about a third of the global all-wheel-drive vehicle fleet. Land Rover was at the forefront of a new market for off-road vehicles intended for active recreation.
Interesting Fact: In 1950, an improved full-time four-wheel-drive system (with transmission shifting capability) was introduced, along with new body styles and various wheelbase lengths.
Staying true to Land Rover’s classic principles, a team of 20 engineers embarked on developing a new Land Rover model. This vehicle was aimed not at urban dwellers but at countryside residents, becoming the target audience for the new model. Initially, no one could have foreseen that the project would transform into a radically new style, conceived by Rover’s design studio under David Bache’s leadership. This model would later be exhibited at the Louvre as an outstanding achievement in automotive
design. The result of meticulous work was the Range Rover, unveiled at Blue Hills Mine, St. Agnes Cornwall, on June 17, 1970.
Interesting Fact: The qualities presented in the Land Rover resonated well with military personnel, farmers, and rescue/recovery workers. As a result, 250,000 vehicles were produced in 1959.
Though the Range Rover was not officially sold in North America at the time, its reputation rapidly spread. Wealthy American citizens, demanding only the best and willing to pay for it, began ordering the world’s finest luxury all-wheel-drive vehicles. Notably, even in a country with pristine roads, individuals sought a vehicle primarily designed for off-road adventures. This occurred despite the absence of authorized dealers and service centers for the company in North America.
The program to launch the Range Rover in the US was named Project Eagle. The Range Rover’s engine was upgraded, reaching a top speed of 100 mph for the first time, with a 0 to 60 mph acceleration time of 11.9 seconds.
The level of Range Rover sales in the US exceeded expectations and remained high even in 1991, when the luxury import market experienced a decline. Meanwhile, Land Rover’s leading engineers began developing the idea of a new Range Rover model to replace the existing one. This new project, initiated in late 1986, adhered to the fundamental principle underlying the Range Rover concept: combining Land Rover’s traditional strengths with exceptional comfort.
In the mid-1980s, the most significant project became Project Jay, leading to the creation of the Discovery, designed for the family car market segment. The decision was made to utilize the Range Rover’s wheelbase with a simpler and more cost-effective body. The result of intensive work on the project was the Land Rover Discovery, introduced on September 16, 1989, at the Frankfurt Motor Show. The Discovery pioneered Land Rover’s entry into a new market segment for all-wheel-drive vehicles.
However, times change, and active driving takes the spotlight. Responding to new demands, Land Rover introduced the flagship Range Rover Sport model to the market in 2005. With dynamic performance and handling, the new addition became the best-performing Land Rover in history. This SUV was compact, maneuverable, designed for active driving, combining the excitement of sports cars with Land Rover’s versatility and off-road capability.
Despite multiple changes in leadership (the company is currently owned by the Indian company Tata Motors and is part of the Jaguar Land Rover group), the attributes of all-wheel-drive vehicles have been preserved to this day. The legendary five: Defender, Discovery, Range Rover, Freelander, and Range Rover Sport – are unparalleled all-wheel-drive vehicles. Interestingly, 70% of all Land Rover vehicles ever built continue to faithfully serve their owners around the world.
