Land Rover has become synonymous with luxury since the turn of the century. The Series One is a far cry from this- an unpretentious agricultural vehicle produced immediately after World War Two.
The series one represents post-war Britain’s defiant sense of hope in a financially testing time. It was a victory for functionality over design which has ironically become to be seen as a British style icon.
The struggling Rover company had given its factories for the production of aircraft engines as part of the war effort. The devastating effects of the Luftwaffe ensured the company became Solihull-based as their factory in Coventry lay in ruins.
The series one was launched in 1948 as an effort to fill a gap in the market between the tractor and the jeep. Cost-cutting was a necessary evil in the wake of World War Two, with plans for a family saloon rejected on these grounds. The early models came with one colour option- cockpit green which was leftover from the production of the Avro Anson.
Sales of the Land Rover far exceeded expectations. Rover had planned to produce 1,000 units in the first year, but the actual figure was eight times higher. The army soon adopted the series one as their vehicle of choice, as did farmers all over the country.
Export figures were particularly impressive, and the Labour government at the time drove foreign advertising in an effort to increase exports and decrease war debts. Even royalty was tempted by the Land Rover; King George Vl bought one for use at Balmoral. Its success simultaneously saved the company and launched the widespread commercial production of off-road vehicles.
South Wales Classic Car 