As Tony Kornheiser and Mike Wilbon would put it, it’s time to get happy, people. Happy 60th birthday, Land Rover . On this day in 1948 the British off-road icon launched its first vehicle — simply dubbed the Land Rover — at the Amsterdam Motor Show. The name would be later used to brand several different models.
Since its launch in 1948, Land Rover ownership has traded hands several times, but is now the crown jewel in Tata Motors’ growing automotive empire. Tata Motors — India’s leading automaker — purchased Land Rover and Jaguar from Ford earlier this year.
But while the marque has switched possession over the years, it has never lost its off-road heritage. To this day Land Rover is still considered one of the world’s premier 4×4 brands.
However, the next 60 years look to be a challenge for the Land Rover brand. With stricter emissions and fuel economy standards being enacted worldwide, Land Rover will have to continually look for new technologies to keep its SUV both on and off the road.
The off-road marque is reportedly working on lighter and more fuel-efficient models for the coming years, including a Bentley -esque $200,000 Range Rover model.
