Land Rover is an all-terrain and Multi Purpose Vehicle (MPV) manufacturer, based in the West Midlands and now operated as part of the Jaguar Land Rover business owned by Tata Motors of India.
Land Rover claim that 75% of all Land Rover Series I, II and III are still in use today. The fact that these models are used in world’s toughest terrains is a testament to Land Rover brand. The genius lies in the bodywork and the simplicity of maintenance. The Land Rover was conceived at a time when steel was at a premium due to the War Effort. There was however, a surplus of aluminum left from the fighter plane factories; the alloy used is called Birmabright which has the properties of being lightweight and more importantly rustproof. It is this rustproof quality that has helped keep the Land Rover Series running whilst its rival counterparts have rusted away. This is also the reason Land Rover drivers refer to other 4x4 vehicles as "disposables".
Since the introduction of the first Land Rover in 1948, they have supported the British Armed Forces. In fact most Land Rover vehicles used by the military only involve a few simple modifications from the civilian models. It is the versatility of the Land Rover frame that has made it so appealing, with the vehicles being used in many applications, ranging from ambulances to light reconnaissance vehicles.
It is not just the military that have reaped the rewards from Land Rover’s longevity. Land Rover has associations with the National Geographic and the Royal Geographical Society and it is these relationships that have led to Land Rover vehicles being involved in significant scientific and exploratory expeditions. Today, Land Rovers are used by many conservationist groups including The Born Free Foundation, Earthwatch Institute and Biosphere Expeditions.
As a company Land Rover are researching and implementing eco-friendly features and vehicles with £800 million of investment over the next five years. These innovations became clear at the 2008 Detroit Motor Show with the unveiling of the LRX Concept Car. The LRX uses a combination of bio fuels and hybrid technology in a bid to reduce its CO2 emissions. One of the innovations that will feature on the 2009 diesel manual Freelander models is the Intelligent Stop/Start system. This system switches off the engine when the vehicle is stationary and then when the driver presses the accelerator the engine restarts.