Land Rover Marks The Beginning of Their 70th Anniversary Year

This year, luxury car retailer and one of our associated brands, Land Rover celebrates its 70th anniversary. Starting off the celebrations Land Rover, announced  that they are to release a restoration project of the vehicle that started it all; one of three pre- production Land Rover showed at the 1948 Amsterdam Motor Show launch. This launch gave the word the first glimpse as to what the brand will become. 

70 Years later, Land Rover has grown into a luxury and leading dealer, and to celebrate they are revisiting their roots and setting off to find the location of their initial launch. The demonstration car which was used at the Amsterdam Motor Show, was last seen on the road in the 1960s, before spending 20 years in a Welsh field, then being bought as a restoration project, where it laid languishing unfinished in a garden. 

Following its surprise discovery just a few miles outside of Solihull, where the car was first built, the experts at Jaguar Land Rover Classic spent months researching in their own archives to unravel its ownership history and confirm its provenance.

Land Rover Series Reborn programme

The team behind the Land Rover Series Reborn programme, which allows customers to own a slice of Land Rover history are now embarking on their most challenging project yet.

The restoration is set to be a year-long mission to preserve the historically significant prototype and enable it to be driven again.

The classic has a lot of special features that are unique to the 48 pre-production. Land Rover's which were produced prior to the mass production vehicles, such as thicker aluminium alloy body panels, a galvanised chassis and a removable rear tub. The patina of its components will be preserved, including the original Light Green paint applied in 1948.

The landmark project, representing the earliest beginnings of the Land Rover story, marks the first in a series of stories and events that will celebrate the past, present and future of Land Rover throughout the coming year.

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Land Rover Series Reborn programme
Land Rover Series Reborn programme