A Pro-Spec Multi-Purpose Vehicle

The four-wheel-drive vehicle created by its predecessor, Rover Motor, in 1948. It is not hard to imagine that its development was influenced by the success of small military vehicles during World War II. The "Willys Jeep" and "Kubelwagen" of that era, which were active in reconnaissance and transport due to their maneuverability, brought significant inspiration to automobile manufacturers after the war.

In its development process, Rover Motor aimed not only for military use but also for a versatile, pro-spec multi-purpose car that could be adapted for civilian use. This was called "Land Rover," meaning a vehicle that could freely roam the continent.




In May of this year, marking the 65th anniversary of the birth of the Land Rover Series 1, an event was held in the UK to connect their history with the present. The former was an exhibition and test drive of the many off-road models they have produced over 65 years, and the latter was a technical workshop for the new "Range Rover Sport," scheduled for release soon.

The attempt to make us physically experience "learning from the past to understand the future," which we thought we understood intellectually, is very typical of a British brand.

Experiencing the Homeland of the Series 1

The venue for the "learning from the past" segment was a manor house called Packington Old Hall in West Midlands, central England. Built by the lord of the manor in the 17th century, it is said that Rover Motor borrowed it as a test ground for rough terrain during the development of the Series 1.



In its astonishingly vast "garden," various Land Rover models that have been utilized in different ways—from military vehicles to rally raid competition cars, fire trucks to the Queen's parade car—were displayed as if watching a real-life diorama of miniatures, with meticulous staging.




If you're going to display them, do so with a thorough pursuit of historical context and a sense of live action, not just as a museum exhibit.

What Land Rover values as a brand loyalty is "experience." Even in simple exhibition or test drive events, one can feel the tremendous dedication of the organizers related to the experience.

The Aesthetics of Land Rover

At this event, we had the opportunity to test drive the historic models on a roughly 3km off-road circuit prepared on the grounds.

As you drive them, counting back through the history from the Series 1, you come to understand the aesthetic that runs through Land Rover vehicles.



The supple ride feel of Land Rover, which seems to unfurl a carpet before you, from the first-generation Range Rover to the latest models, might actually be an extension of the Series 1... This thought came to mind.

The Forefront of Aluminum

After thoroughly experiencing the old, we were shown Land Rover's latest product, the "Range Rover Sport."

Will it preempt the mechanics of the next "Discovery"...?



Contrary to speculation, the new model, which follows the mechanics of last year's "Range Rover," has been given a design and mechanics befitting a solid center, symbolizing the Range Rover even further, while also accommodating the "Evoque".



The production plant for its key technology, the aluminum monocoque body, is located in Solihull, UK, where the Series 1, the origin of Land Rover, was also produced.

The line, which assembles 50% recycled aluminum using rivets and adhesives, thus having no welding process, is not only environmentally friendly but also clean in terms of working environment, with appropriate temperature and noise levels maintained.

In recent years, European manufacturers have invested heavily in production technology innovation, and Jaguar & Land Rover's body manufacturing process can be said to possess outstandingly advanced capabilities.

Test Drive the Pre-Production Model of the Range Rover Sport

We were also fortunate enough to test drive, albeit briefly, the pre-production model of the new Range Rover Sport, produced in Solihull.



The neutral turn-in at low to medium-speed corners and the stability at high-speed corners are further enhanced Range Rover characteristics. Even in a series of tight turns, the vehicle responds nimbly with excellent steering lightness.

The suspension, which controls roll angle and speed to avoid feeling the mass or center of gravity, works exceptionally well with the sharp steering response. On the other hand, at normal speeds, there is a slight stiffness, possibly due to the tightened spring rates, but further refinement is expected in the production model.


On the test course, its powerful performance, reaching nearly 250 km/h, demonstrated a total performance befitting the name "Sport."

How should tradition be sublimated into the modern age? As you know, British taste is exceptional in making such judgments. Even knowing this, one cannot help but be impressed by the skillful resolution of the Range Rover Sport.

It is a masterful operation that accurately assesses its brand value and hits the bullseye of expectations. The new Range Rover Sport, likely to be priced similarly to the current model, will capture a significant portion of the market as the new face of a brand celebrating its 65th anniversary.