30 years ago, Land Rover began its U.S. adventures — Petersen Automotive Museum


Land Rover North The us is celebrating 30 a long time of posh off-roading in the U.S.A.—even even though, formally, the story began numerous several years before.

It was 1985 when the bosses at Land Rover-Leyland Minimal recognized that Us citizens fairly liked the Vary Rover that they’d been importing by using the gray current market due to the fact the car was released in 1970. Administration at the nationalized car or truck maker wasn’t just effectively identified for its swift decision-producing, but as soon as the possible dimension of the U.S. marketplace lastly dawned on them—and with a new four-doorway edition of the Array Rover arriving—they employed former VW executive Charlie Hughes to established up store stateside.

Hughes started creating a seller community, marketing for franchisees in Automotive News, and the response was astonishing. Extra than 1000 applications arrived in for the 36 proposed dealerships. By early 1987, 11 dealers were up and working. On March 16 of that yr, the very 1st officially imported Assortment Rover was sent, and as 1987 drew to a shut, 2585 additional Rangies rolled together the streets of The us.

5 decades later—that’s 30 decades ago—the now-privatized Rover Team experienced been bought by British Aerospace and the U.S. arm was renamed Land Rover North The usa, soon incorporating the Land Rover Defender 110 to its lineup. These days, with 170-odd merchants throughout the U.S.A. and yearly profits of much more 73,000, it’s reasonable to say that belated selection by the Brits to commence their adventures in The united states has paid off.

Let us choose a look at some highlights.


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By Kelli