Welcome to Brand Breakdown, a series of comprehensive yet easy-to-digest guides to your favorite companies, with insights and information you won’t find on the average About page.
A History of Land Rover
Land Rover is a British automaker that produces luxury four-wheel-drive vehicles. The brand technically began in 1948 when the Rover Company launched the Land Rover Series of off-road vehicles. British Leyland took the brand upmarket with the Range Rover in 1970 and branched off Land Rover into a distinct brand from now-defunct Rover in 1978. Land Rover was later owned by BMW and Ford. Current owner Tata Motors bought Land Rover from Ford in 2008, merging it with Jaguar to form Jaguar Land Rover.
Land Rover has gone full-on luxury these days, but the brand maintains its reputation for off-road capability. Land Rover does not give its vehicles “Trail Rated” badges like Jeep; it’s presumed — since they carry the name Land Rover — that they are able to do that (yes, even the Evoque). The flipside is Land Rover’s not especially stellar reputation for reliability.
In 2021, Jaguar Land Rover embarked on a new product strategy called “Reimagine.” The Land Rover lineup will shift dramatically toward electrification. Land Rover plans to launch its first EV in 2024 and six within the next five years. By 2030, Land Rover expects every model to have an EV option and EVs to make up 60 percent of Land Rover sales.