It's exactly 70 years since the first Land Rover was revealed at the Amsterdam Show, and the company has all the celebration stops out to make it a big moment.
We've already had a 70-car cavalcade (I drove a 1980 Range Rover) and the great and good have been touring Land Rover's fantastic classic Works HQ just outside Coventry, looking at famous cars, half-built restorations and superb cars waiting for titivation. Especially big-price Series Ones (a dozen built and sold so far) and early Range Rovers.
Land Rover at 70: a picture special
We've had the Series One birthday cake (suitably distressed) and now we're starting a half-hour YouTube TV programme being produced as live ("we want lots of energy from you") fronted by Andy Jay and Quentin Willson. Lots of people in black are suddenly walking back and forth and there's lots of coaching from the florid floor manager.
Jaguar Land Rover opens new Classic HQ (from June 2017)
I'm here, really, because there were rumours they'd be doing a sneak preview of the new Defender, but as soon as I put my nose in the door I know it isn't going to be true. Too many of the great and good; not enough hacks. And if there'd been big news about, we'd have been tipped the wink. Willson starts off introducing LR heroes (a 48-year employee and a family with a collective 140 years work-time). Plus Nick, son of first MD Spencer Wilks and Sir Ranulph Feinnes, the explorer. Just as he gets to the heart-warming bit, a car alarm goes off - guess they'll be cutting that bit.
We stroll through Land Rover history - the story of the first sketch in the sand, the early launch, the three-day convoy of show cars to Amsterdam, the recent re-discovery of the third car ever built (which emerged from a garden after 60 years). Expert Mike Bishop talks about preserving patina and showing off the surprisingly advanced early 4x4 system. Then we move on to the first Velar (the early disguise name for the Range Rover). There's lots about expeditions over the years, Ranulph Feinnes talks about using Land Rovers for his journeys over 55 years ("in all that time they never let us down - these are God's vehicles") and the Discovery - launched 1989 - gets in there too.
There's a frisson as chief designer Gerry McGovern's "favourite car" is mentioned but it turns out be (surprise) the Velar, not the new Defender.
Land Rover Discovery: we drive every generation
The half-hour is over in an apparent 10 minutes, yet even the cynics among us are left with a nice warm feeling about Land Rover, its achievements and its place in the world. Chief engineer Nick Rogers signs off with a stirring: "We're only 70 - we're still young.". But the most resonant words are Ranulph Feinnes': "these are God's vehicles."
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ah rose tinted glasses
There's lots about expeditions over the years, Ranulph Feinnes talks about using Land Rovers for his journeys over 55 years ("in all that time they never let us down - these are God's vehicles")
good job he never had my dads 110 then. Electrics went twice, went through 3 gearboxes and the oli filter fell off. All in 2 years from new.
@ Jamesf1
exactly James, they are crap and always have been. Luckily for them they have an adoring fan base who overlook their falability and even think of the failings as 'character'!
The reason that they were used on these expeditions was that the 'explorers' were given the vehicles as a PR stunt to 'fly the flag' for Britain....nothing wrong with that of course but to suggest that no other vehicle could have acheived this is disingenuous...a JEEP would have acheived exactly the same results.
Whilst on that topic, I love the way Land Rover are conveniently 're-writing' history in their statements...lets not forget that the original series one was a rip-off of the principles behind the Willys/Ford JEEP, so they were far from setting a new principal. And I just love the statement that the Range Rover invented the SUV market!!!!!!!! (SUV being an American terminology and all - JEEP Wagoneer anyone?)
Before anyone thinks I am a) American, or b) a JEEP fanboy....I am neither of these things. I also applaud Land Rovers acheivments over the years and of course it is the epitome of 'Britishness'.
I just hate seeing a load of smug pricks with rose tinted glasses bathing in self adulation when they should be addressing more pressing issues.....how to make a desirable car reliable! Then the back smacking can go ahead.
Special event?
If they really had pulled out all the stops, then there should have been something far grander and with a sense of building on the past, into the future: Cue teaser of new Defender.
What an opportunity lost.
Is Steve Cropley actually a JLR employee?
Yet another public relations JLR article fronted by Steve Cropley.