When it comes to off-roading, few names evoke adventure, toughness, and a pioneering spirit quite like Land Rover. Born on the shores of the United Kingdom, this iconic automaker built a worldwide reputation as a benchmark for 4x4 vehicles. From English farmland to African deserts, from South American forests to the snow-covered tracks of the Himalayas, Land Rover has always been synonymous with exploration. But how was this legend born?Land Rover’s story begins in 1947, when Maurice Wilks—chief engineer at the Rover Company—sketched an idea in the sand on a Welsh beach that would change the automotive world forever. The inspiration came from the Willys Jeep used during World War II: a robust, simple vehicle built for any terrain. Wilks’ goal was to create something similar, but suited to civilian and agricultural use.
In 1989 came the Discovery, a model positioned between the Defender and the Range Rover, designed for families and more everyday use—while still highly capable off-road.Over these years, Land Rover changed ownership several times: from British Leyland to BMW and then, in 2000, to Ford.In 2008, Indian group Tata Motors acquired Land Rover (together with Jaguar) from Ford, giving birth to Jaguar Land Rover (JLR). It marked the start of a new era.
Today, Land Rover is one of the most recognizable SUV brands in the world. With a lineup ranging from the compact Evoque to the sumptuous Range Rover SV, passing through the versatile Discovery and the new Defenders, the brand continues to balance heritage and innovation.Electrification is the next challenge. JLR has already announced an ambitious roadmap toward electric mobility, with the first Range Rover EV models launched in 2025.Land Rover’s story is made of ingenuity, adaptability, and an adventurous spirit. From a working tool for British farmers to a global status symbol, the brand has reinvented itself while keeping its DNA intact.In a world that’s changing fast, Land Rover remains true to its mission: building vehicles capable of taking you anywhere— in style.
