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



Land Rover North The united states is celebrating 30 years of posh off-roading in the U.S.A.—even even though, formally, the tale started quite a few yrs earlier.

It was 1985 when the bosses at Land Rover-Leyland Constrained understood that Us residents fairly preferred the Vary Rover that they’d been importing via the grey current market because the car was launched in 1970. Management at the nationalized car or truck maker was not just properly acknowledged for its swift choice-making, but the moment the prospective size of the U.S. sector lastly dawned on them—and with a new four-door edition of the Selection Rover arriving—they hired previous VW executive Charlie Hughes to set up shop stateside.

Hughes commenced creating a dealer network, advertising and marketing for franchisees in Automotive Information, and the response was astonishing. Far more than 1000 applications came in for the 36 proposed dealerships. By early 1987, 11 sellers have been up and running. On March 16 of that year, the very to start with formally imported Vary Rover was shipped, and as 1987 drew to a close, 2585 additional Rangies rolled along the roadways of The us.

Five several years later—which is 30 a long time ago—the now-privatized Rover Team had been acquired by British Aerospace and the U.S. arm was renamed Land Rover North The united states, soon incorporating the Land Rover Defender 110 to its lineup. These days, with 170-odd vendors across the U.S.A. and yearly gross sales of much more 73,000, it is fair to say that belated conclusion by the Brits to begin their adventures in The us has paid out off.

Let’s acquire a seem at some highlights.



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