Originally intended to be a stop-gap product, the Land Rover stayed in production for almost seven decades and gave birth to a hugely successful premium automotive brand.
In 1947, Rover found itself in a difficult position. Its original factory had been severely damaged by bombs in World War II, the luxury cars it was previously known for producing were not in demand, and raw materials were strictly rationed.
To restart car production and to secure materials, the company needed a new product that would bring in cash and export orders. Maurice Wilks, Rover’s chief designer, drew up a plan to make a car that, like his own army-surplus Jeep, could be used in almost all terrains – but with farmers and utility companies as target customers.
This story is from the June 2018 edition of Identity.
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This story is from the June 2018 edition of Identity.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
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