Seven of the best Green Oval bargains

70 years of Land Rover

Land Rover is on a mission, these days, to find lucrative new niches for its glitzy SUVs. But today’s hallmarks of luxury and space-age technology couldn’t be further from the simple virtues that originally made the Green Oval great.

The first Land Rover – devised by Rover as part of an export drive to drag Britain out of the ashes of World War Two – wasn’t revolutionary, but made a virtue of its simplicity and ruggedness, and consistently proved that it could pull off the ambitious promises of Rover’s colourful marketing literature. The result was strong and steadfast sales that would later help to prop up British Leyland through its shakiest years, often to the detriment of Land Rover’s own research and development budget. Orders came from aid agencies, armies, farmers and emergency services worldwide, all relying on the plucky 4x4’s versatility in tough places. These battered classics are still at work in many remote regions.

The rugged theme continued when the Range Rover pioneered the concept of a stylish and comfortable 4x4. Then the 1989-on Discovery added a family-friendly twist, establishing a three-pronged approach to the line-up that theoretically endures to this day: luxury SUVs, family 4x4s and off-road utility vehicles (the now-defunct Defender).

Owners have a wide variety of clubs from which to choose, plus huge shows around the world, dedicated magazines and regular off-roading events where Land Rovers traditionally dominate. The Green Oval community is organising a whole range of birthday celebrations this year, too. Interest in classic Land Rovers has never been stronger!