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


Land Rover North The us is celebrating 30 several years of posh off-roading in the U.S.A.—even while, officially, the tale began quite a few a long time earlier.

It was 1985 when the bosses at Land Rover-Leyland Constrained recognized that Individuals alternatively liked the Range Rover that they’d been importing by way of the grey current market because the automobile was released in 1970. Administration at the nationalized automobile maker was not particularly very well known for its rapid final decision-producing, but when the possible dimension of the U.S. market ultimately dawned on them—and with a new four-doorway model of the Array Rover arriving—they employed former VW government Charlie Hughes to set up shop stateside.

Hughes commenced constructing a dealer network, advertising and marketing for franchisees in Automotive Information, and the reaction was astonishing. Additional than 1000 applications came in for the 36 proposed dealerships. By early 1987, 11 dealers were being up and operating. On March 16 of that year, the quite very first officially imported Assortment Rover was sent, and as 1987 drew to a shut, 2585 extra Rangies rolled along the streets of The usa.

Five several years later—which is 30 decades ago—the now-privatized Rover Team experienced been acquired by British Aerospace and the U.S. arm was renamed Land Rover North The united states, before long introducing the Land Rover Defender 110 to its lineup. Today, with 170-odd stores throughout the U.S.A. and yearly sales of additional 73,000, it is truthful to say that belated determination by the Brits to start out their adventures in America has compensated off.

Let’s take a seem at some highlights.


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