The Farmers Mart Dec/Jan 2014 - Issue 31 | Page 60

LAND ROVERS

It took us to a lot of interesting places,
both on and off the road and we loved it
– we were especially grateful for its four
wheel drive and tractor drive capabilities
in the depths of British winter when it
got us home through some seriously
hazardous weather conditions.
There were times when others called
on our help too: trippers who regularly
drove onto a beach and promptly got
stuck. We towed them out, much to their
relief as the tide was usually coming in
– along with inexperienced boat owners
who needed help to get their boats on
and off steep harbour ramps.
We’ve driven lots of different 4x4s both
on and off the road since then in many
parts of the world, but nothing has ever
been quite as exciting –as that first Land
Rover.
The first model made its debut in 1948,
and was designed with brilliant simplicity
for extraordinary ability and strength.
The fact that around two-thirds of
these models are still in use more than
six decades on – many in some of the
most inhospitable places on earth - is
testament to the Land Rover’s strength
and durability.
The original Land Rovers were of
extremely robust construction and

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Dec/Jan 2014 FarmersMart

featured characteristics such as short
front and rear overhangs. These drove
off the production line ready to take on
some of the world’s toughest terrain.
Today these qualities are just as
significant a part of what makes a Land
Rover vehicle unique as they were 65
years ago.
The Land Rover was the product of
continuous evolution and refinement
throughout the 1950s and 1960s with
improved stability and a tighter turning
circle. It was a period in which Land
Rover took the lead in the emerging
market for four-wheel drive vehicles.
As a tough, reliable mobility platform,
countless organisations came to depend
on Land Rover vehicles to get personnel
and equipment into the most challenging
situations…and then safely out again.
From organisations such as admirable
Born Free Foundation to The Royal
Geographical Society and Biosphere
Expeditions – in the second decade of
the 21st century they still depend on
Land Rover.
For farmers, who daily face all the
challenges the weather can throw at
them, these tough, reliable and versatile
4x4 workhorses quickly became an
invaluable resource.

RANGE ROVER
In 1970, and in keeping with the
forward-thinking philosophy that founded
Land Rover, a radical, entirely new
product was introduced and created its
very own vehicle category. This overnight
sensation was the original Range Rover,
which combined all the capability of
a Land Rover with the comfort and
performance of an on-road car.
This culture of innovation has
developed ever since with both Land
Rover and Range Rover vehicles:
new models, more refinement,
more innovative technology, more
efficiency and fewer emissions. And
it continues with initiatives such as
eTerrain Technologies (which improves
the environmental performance of
vehicles by reducing CO2 emissions),
Sustainable Manufacturing and CO2
Offsetting.
Land Rover will remain at the forefront
of advanced design – the new small
Range Rover, for example, illustrates the
vision that keeps the company at the
cutting edge.
In August this year, Land Rover
launched its first-ever hybrid models
– the Range Rover Hybrid and Range
Rover Sport Hybrid – which will deliver
outstanding fuel economy, significantly
lower CO2 emissions and retain Land
Rover’s renowned capability and
performance. They are the world’s first
premium diesel SUV hybrids.

To read more, visit www.farmers-mart.co.uk