Rustic and luxurious. Adventure, freedom and much, much clay. This is how consumers see the traditional British brand LAND ROVER. From the first model, the brand has been universally identified as the overriding use of four-wheel drive vehicles, inspiring luxury and a spirit of adventure in all parts of the world. Strong, intrepid, a legitimate LAND ROVER goes on to change history, mastering all kinds of terrain and continuing to conquer millions of demanding drivers. It all began in 1947 when engineering director Rover Maurice Wilks and his brother Spencer Wilks, then chief executive officer, were impressed by the good performance and versatility of the Jeep Willys in tackling bad dirt roads and a lot of mud. The legendary vehicle had been one of the main protagonists of World War II, participating in all the theaters of war activity of the conflict, and that they used in their cottage, located in Anglesey. At that time there was a growing market demand for these military vehicles. As a good market observer and visionary, Maurice was sure that a small 4 × 4-wheel-drive farm, capable of transporting people and still capable of performing some tasks on a farm, such as carrying loads or providing traction for implements (including plows), would undoubtedly be a success.
The new model was devised on the Red Wharf Welsh beach when the engineers naively drew the shape of a car that would be perpetuated throughout history. It was easy to retrofit a Rover 1.6 engine, develop a better freewheel transfer case, adapt various power take-offs, and then start testing. All this was developed on the family estate located in Newborough, Anglesey. The Land-Rover (with hyphen, which lasted until 1978) should be simple in terms of design, materials, manufacturing processes and repairs. But structurally strong. The prototype, mounted on the chassis of a Jeep, was curious to have the steering wheel and the only seat in the center position. Finally on April 30, 1948, they released the first LAND ROVER SERIE I, at the Amsterdan Hall, at the cost of 450 pounds sterling and whose first sales were made at agricultural fairs. Initial production was only 3,048 units. The chassis number 861010 (a prototype) was delivered at Buckingham Palace this fall. He was transported to Balmoral, where the king used it in place of his horse. The final version of the LAND ROVER had three seats and a body made of Birmabright, an aluminum and magnesium based alloy that had a high corrosion resistance, which made the vehicles known for their durability even in the worst weather conditions. With extremely sturdy construction and features such as reduced front and rear projections, it has left the production line ready to tackle some of the world’s most demanding floors and obstacles. One of the characteristics that marked LAND ROVER in its beginning was the fact that all the produced models come in different shades of light green. The choice of this color was dictated by the excess paint left over from World War II, used in the camouflage of military auto car cover vehicles.
Conceived with brilliant simplicity to provide extraordinary capabilities with unparalleled robustness and durability, the vehicle became widely used on farms for plowing, pulling agricultural implements, loading produce and even animals, or used for military purposes and even for safaris . It is estimated that about two-thirds of the vehicles produced at that time are still in circulation in the world, probably in the most inhospitable places and in the hands of those who like to clear. In 1949, the brand’s first vehicles were exported to the United States and Canada. By the mid-1950s, the LAND ROVER brand had become synonymous with durability and excellence in the off-road vehicle segment. After all, by creating a vehicle that brought the user full confidence, whatever the terrain, the brand encouraged a new generation of adventurers and trailblazers. After the 1.6-liter Rover engine was replaced by a 2.0-liter (1951), to widen the cargo area, the wheelbase was extended to 86 inches in 1953. The following year was featured the ‘Station Wagon’ versions with capacity for 7 and 10 passengers. Three years later were released the versions with diesel engine, known as 107 (distance in inches between the axles). In 1958 the LAND ROVER SERIE II was presented , according to the model of the brand, with change of the body, that was wider, of the hydraulic clutch and engine 6 cylinders as optional item, that gained a design a little more refined, reminding one more car of ride than an agricultural implement. As early as 1959 LAND ROVER reached the mark of 250,000 vehicles produced. Shortly thereafter, in 1961, the LAND ROVER SERIES IIA appeared , which had more power and capacity for 12 seats. The British utility gained more modern features in 1969, when it went through a restyling in which the headlights left the grid and went to the mudguards, a requirement to meet the new lighting regulations.
In the following years, the automaker introduced revolutionary models that tried to reach a younger audience, such as the RANGE ROVER , the luxury vehicle of the brand that incorporated all the capabilities of a LAND ROVER with the high level of comfort of vehicles of conventional passengers (for the first time in history), equipped with V8 engine produced by the American Buick, disc brake and permanent four-wheel drive, helicoidal springs and semi-monoblock body, launched exactly on June 17, 1970; and the SERIE III model with 88- and 109-inch wheelbase, fully synchronized transmission and more powerful brakes, in 1971. Shortly thereafter, in 1976, LAND ROVER reached the mark of 1 million vehicles manufactured. The success of the brand’s models in the off-road segment culminated in 1983 with the traditional Camel Trophy rally exclusively with LAND ROVER vehicles. By 1985 the brand’s vehicles were already sold in 120 countries around the world. Almost a decade later, in 1994, BMW bought the Rover Group from Britisth Aerospace and introduced the second version of the classic Range Rover model. In 2003, the German company sold the LAND ROVER division to the US company Ford Motor Company for 1.8 billion pounds sterling. The following year was the first edition of the Land Rover G4 Challenge , a new automotive category aimed at rejuvenating the brand and replacing the traditional Camel Trophy rally. Exactly on May 8, 2007 LAND ROVER reached a historic mark: the number 4 million vehicle, an LR3 model, left the production lines and was donated to the Born Free Foundation, a British conservation and rescue institution of animals. On March 26, 2008, LAND ROVER was bought for $ 2.3 billion, along with the traditional Jaguar, by the Indian group Tata Motors, commanded by the daring businessman Ratan Tata.
In the following years the traditional British brand presented true sales successes, such as the RANGE ROVER EVOQUE in 2011 and most recently the DISCOVERY SPORT , whose global presentation took place in 2013 through a test drive in Iceland, entitled to covered road by ice, snowstorm, lateral winds of up to 80 km / h and a river formed by thaw. In addition, the brand announced that its historic DEFENDER model would no longer be manufactured. Nowadays, the brand’s innovation culture is responsible for the development of new models, greater refinement, more innovative technologies, greater efficiency and lower emissions. And it remains active with initiatives such as e_Terrain technology(developed in 2006 that increases the environmental performance of vehicles by reducing CO2 emissions), Sustainable Production and CO2 Compensation. With a robust and reliable mobility platform, numerous organizations around the world have adopted LAND ROVER vehicles to transport people and equipment in the most extreme situations in absolute safety. In more than 65 years, the history of the brand, combines courage and adventure with learning about engineering excellence, always with ears attentive to its loyal followers for whom, LAND ROVER is a legend.
2020 – RANGE ROVER SPORT HST
The Range Rover Sport debuts a semi-hybrid mechanic. The British SUV’s line is enriched by the unveiling of the new 3.0-liter, 400-hp in-line six-cylinder petrol engine, a propeller that is electrified thanks to a Mild Hybrid system. High performance combined with great refinement and rapid response, while improving fuel consumption and emission levels. To celebrate the introduction of this engine, Land Rover will offer the special edition HST. The new Range Rover Sport HST is already on sale in Europe. This series features several specific elements both inside and outside. These include carbon fiber frames with unique anagrams on the hood, the front grille, the side ventilation screens and the trunk lid. The new Range Rover Sport HST will be available in five exterior colors: Santorini Black, Fuji White, Indus Silver, Firenze Red and Carpathian Gray. You can also choose between two designs of alloy wheels. The wheels let you glimpse the brake calipers in red color as standard or as anodized gray optional. In relation to the interior, Dynamic front seats appear in leather and with a new color. In addition, the steering wheel flaps and the anchor HST stand out by the finish in the color Satin Chrome. Amongst the standard equipment will be a large number of driving assistance systems, such as adaptive cruise control and high-speed emergency braking system, among others. The new 3.0-liter petrol V6 engine develops a total power of 400 hp and 550 Nm of maximum torque. It is coupled to an automatic transmission and to a total drive system. Thanks to this configuration the Range Rover Sport HST is able to accelerate from 0 to 100 km / h in 6.2 seconds and reach a top speed of 225 km / h. Next to the engine an electric propeller of support MHEV appears that manages to improve the efficiency. It announces an average consumption of 10.75 km / l and CO2 emissions of 213 g / km. The semi-hybrid system allows you to recover energy during braking and deceleration, and store it in a 48-volt battery for later use, for example when you start your car and start moving.
2019 – LAND ROVER DEFENDER HOMAGE II EDITION BY CHELSEA TRUCK CO
One of the biggest and best experts in preparing the Land Rover Defender line is none other than The Chelsea Truck Company, a British company owned by Afzal Kahn, founder and owner of Project Kahn and Kahn Design companies. This company – or division – has an extensive catalog of parts and tuning elements for Land Rover’s classic Defender, as well as numerous personalization kits, all of them equipped with the particular and aggressive design language of this British preparer. His last work is especially striking, since unlike other similar parts presented earlier, this one tries to pay homage to the classic Land Rover Series II. Hence the strange front that shows the copy that appears in the official images released by the brand. Called Homage II Edition, this work has a completely new front, with the same particular structure that characterized the design of the aforementioned classic model, with headlights and grille located in the center and the lateral wheel arches protruding on both sides. So the craftsmen and experts at The Chelsea Truck Company had to create a front end and a grid specific to that version. In addition, the Land Rover Defender Homage II Edition has the usual aesthetics of its models, with notable chassis improvements that include wider axles (up to 200 mm) and overhead suspension, as well as a large wheel and tire assembly and clear off-road guidance. Even the wheelbase is now larger, with 203 mm more. Each body panel has been modified to fit the new dimensions and the new larger and more aggressive image. The final shot ends with the classic style headlights and the visible bars in Santana’s mode. These appear in black, so they contrast, and much, with the attractive yellow body of the British all-terrain.