The ability to go ‘above and beyond’ has always been at the heart of Land Rover. As the go-to vehicle for humanitarian, conservation, research and protection projects, Land Rover dominated 70% of the global aid market in the 1970s. Across the world, it has been a symbol of hope and rescue, reaching places no car had before. Indeed, as the old saying goes, for many, the Land Rover was the first car they ever set eyes on.This year marks the 70th anniversary of the production of the first Land Rover. The brand is knitted firmly into the fabric of Britain and many more nations across the globe. As at ease on the streets of Mayfair or Paris as partnering with the British Red Cross to deliver aid in areas deemed inaccessible, Land Rover has transcended its original remit, being the agricultural workhorse, to be seen as much more. From the rusty old Series I prototype uncovered in a garden, to the latest state-of-the-art Range Rover Velar, generations of Land Rovers have ruled for 70 years, adapting, developing and changing to suit the needs of those who drive them. The refinement of the Range Rover, versatility of the Discovery and the durability of the Defender are all testament to Land Rover’s extraordinary engineering and design achievements in those 70 years.
It all started on Red Wharf Bay, Anglesey in 1947. Maurice Wilks traced an outline in the sand of what was to become the most iconic vehicle in Britain. 68 years later, we took to the sands of Red Wharf Bay with Defenders to recreate that same outline and commemorate the final Defender rolling off the line. Now, to celebrate our 70th year, we have created a 250m line in the snow with Simon Beck, snow artist, in the French Alps.
From the beach, jungle, bush, desert and the mountains to the mud, sand and snow; as the first true all-terrain vehicle, Land Rover has always stood for capability and adventure. Go anywhere, whenever, whatever the weather, however steep the incline. We’ve done some pretty amazing things over the years: towing trains, scaling dam walls, tackling giant speed bumps and racing 999 steps up a mountain side in an SUV that’s faster than a sports car. All this showcases just how far Land Rovers can, and will go.
This is also a chance to celebrate the hours spent designing, engineering, assembling and delivering the Land Rover; the craftsmanship and passion that goes into creating a car so well loved across the globe. Lode Lane, Solihull is the place where over seven decades, 7.2 million Land Rovers have rolled off the line and Halewood is the place from which nearly 1.4 million Freelanders, Evoques and Discovery Sports have set off on their journeys across the world.
With electrification and autonomy looming closer on the horizon, there are years of innovation and excitement ahead for the brand. But for now, we look to our past legacy and commemorate some of the things that Land Rover, the cars and the people behind them, have achieved.
Tune in now to celebrate 70 years of heritage, adventure and the love of Land Rover.