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.............................. Land Rover
Logo and Trademark..............................
Land Rover is a British all-terrain vehicle and Multi Purpose Vehicle (MPV) manufacturer, based in Gaydon, England, UK. Originally the term Land Rover referred to one specific vehicle, a pioneering civilian all-terrain utility vehicle launched on April 30, 1948, at the Amsterdam Motor Show, but was later used as a brand for several distinct models, all four-wheel drive. Starting out as part of The Rover Car Company or Rover, Land Rovers were designed and manufactured as a range of four-wheel drive vehicles under a succession of owners, including British Leyland, British Aerospace and BMW. Today, the marque is part of the Premier Automotive Group, a division of the Ford Motor Company, and one of the longest lived SUV brands -- the only brand which is older is the U.S. Jeep, originally trademarked by Willys-Overland Corporation.
Land Rovers are manufactured primarily at the Solihull plant, near Birmingham, England. Production of the "Freelander 2" has moved recently to the Jaguar car factory at Halewood near Liverpool, a former Ford car plant. Defender models are assembled under license in several locations worldwide, including Brazil and Turkey. The former BL/Rover Group technical centre at Gaydon in Warwickshire is home to the Land Rover corporate and R&D headquarters.
The first Land Rover was designed in 1947 in the United Kingdom (on the island of Anglesey in Wales) by Maurice Wilks, chief designer at the British car company Rover on his farm in Newborough, Anglesey. It is said that he was inspired by an American World War II Jeep that he used one summer at his holiday home in Wales. The first Land Rover prototype 'centre steer' was built on a Jeep chassis. A distinctive feature is their bodies, constructed of a lightweight rustproof proprietary alloy of aluminium and magnesium called Birmabright. This material was used owing to post war steel shortages and a plentiful supply of post-war aircraft aluminium. This metal's resistance to corrosion was one of the factors that allowed the vehicle to build up a reputation for longevity in the toughest conditions. The early choice of colour was dictated by military surplus supplies of aircraft cockpit paint, so early vehicles only came in various shades of light green; all models until recently feature sturdy box section ladder-frame chassis.
The early vehicles, such as the Series I, were field-tested at Long Bennington and designed to be field-serviced; advertisements for Rovers cite vehicles driven thousands of miles on banana oil. Now with more complex service requirements this is less of an option. The British Army maintains the use of the mechanically simple 2.5 litre 4 cylinder 300TDi engined versions rather than the electronically controlled 2.5 litre 5 cylinder TD5 to retain some servicing simplicity. This engine also continued in use in some export markets using units built at a Ford plant in Brazil, where Land Rovers were built under license and the engine was also used in Ford pick-up trucks built locally. Production of the TDi engine ended here in 2006, meaning that Land Rover no longer offers it as an option. International Motors of Brazil offer an engine called the 2.8 TGV Power Torque, which is essentially a 2.8-litre version of the 300TDi, with a corresponding increase in power and torque.
Since its purchase by Ford, Land Rover has been closely associated with Jaguar. In many countries they share a common sales and distribution network (including shared dealerships), and some models now share components and production facilities.
Since the 1970s, in remote areas of Africa, South America, Asia and the Australian Outback, the somewhat similar Toyota Land Cruiser and Mitsubishi Pajero (also known as Shogun in the UK and Montero in other markets) have overtaken the Land Rover as the utility 4x4 of choice, partly because of the better support network and reputation for reliability. In Australia at least, pricing is now actually comparable or in favour of the Land Rover, due to the shorter supply chain. Another reason seems to be the 'leadfoot' factor - the workhorse Toyota models tend to have larger engines than the comparable Land Rover models.
In Britain, the Land Rover fell from favour with the farming community with the arrival of less expensive Japanese alternatives, with Daihatsu Fourtracks, Isuzu Troopers and Mitsubishi Pajeros becoming a common sight on farms around the country, until rust eventually ended their working lives. However, with subtle improvements to the Defender in the early 1990s, and with the introduction of better, more reliable engines in the form of the TDi and the five-cylinder TD5, many farms once again have a Land Rover Defender in their drive.
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