ROBERT COUCHER
The Driver
Land Rovers are like gun dogs: lovable but also fit for purpose in tough conditions. The original was conceived by a working farmer, not as a result of some focus group research aiming to fill a marketing niche. The farmer wanted a vehicle that would be honest and useful and so the Land Rover was born in 1948 and granted a Royal Warrant by King George VI in 1951. It’s a British icon.
Of course, Maurice Wilks wasn’t only a farmer, he was also chief designer at the Rover Company, and had a bit of help from his brother Spencer, who was managing director. But Maurice did have a farm in Newborough, Anglesey. He got hold of an Army Jeep and, using the axles and chassis and a couple of tubs of surplus green paint, he created the first Landie.
Known simply as Land Rover – the terms ‘Defender’ and ‘Series’ are retroactive and came later – this basic and simple utility vehicle led to the evolution of one of the most successful segments in the automotive world, the Sports Utility Vehicle. The Land Rover brand has grown to encompass Freelander, Discovery, Discovery Sport and Range Rovers, including sub-brand extensions Sport, Evoque and now the Velar. None of these are true Land Rovers – though they are as good off-road as they are on it.
From Rover Company to British Leyland, BMW (don’t laugh, BMW got MINI for its troubles – the best thing that has happened to it since the 2002 model in 1971), Ford and finally Tata, today Jaguar Land Rover is one of Britain’s great companies. Today, an unreconstructed Defender is regarded as too niche, so expect the new one, designed by Gerry McGovern, to ape the Evoque and Velar softroaders. Understandably, he’s defensive: loyal and outspoken outdoor types want a future Landie to stay true to Maurice’s vision. JLR doesn’t think it viable – Toyota’s bean-counters obviously think differently.
My wife has a modern Jaguar Land Rover product (I’m not going to say which one, though you can probably guess) and it’s a perfectly fine transportation device, if not unlike many other modern cars. I suggested that she spec it with the smallest alloys and highest-profile tyres for effective use on London’s decaying roads. There is much satisfaction to be had in turning the thing around on a narrow street and ramping the kerb with distain.
On a recent trip to the Alps our progress was impeded on a very icy uphill climb – though not by our car. A four-wheel-drive Volvo was unable to muster sufficient traction, so I got out and helped its French occupants push it out of the way. Getting back into our British 4x4 and selecting the ‘mud and snow’ traction option, we then scrunched on past the envious-looking Volvo family with not so much as a single wheel spinning. Gahd, I felt so ruggedly survivalist, I wanted to grow a beard there and then!
I have never owned a proper Landie, but I almost qualify to join the gang because I spent four wonderful years with a classic 1991 Range Rover Vogue EFI. Although the Vogue badge signalled the intent of this Land Rover with its automatic gearbox, powerassisted steering, air-con and leather seats, the Ran-Ger was first and foremost an off-road vehicle. By todays standards it was extremely simple yet oozed charm and real ability. I would have kept it because it was even more effective in the snow than my wife’s modern car, but galloping structural rust meant it had to be put down. If it had been an early Land Rover, it would have been a simple repair and well worth saving. Visit any serious private or public collection of important motor cars and you will come across a Landie. True enthusiasts cannot resist the charms of these rugged and effective off-roaders. They are pure automotive reductionism: you and ’em versus the elements. Think of how many traditional brands are more popular than ever in this retreat from our overwrought digital world: Barbour waxed jackets, Burberry raincoats, Hunter wellies, Rolex watches, Timberland shoes, Purdey shotguns, Hardy fly reels – all so ‘simply’ desirable.
It seems motoring enthusiasts still want a proper Landie in their lives, judging by the huge increase in the value of the early cars and how so many serious collectors value their spirit. So come on Gerry, persuade the JLR suits to build a proper Defender again and don’t continue to give it all away to that proper off-roader: Toyota’s ubiquitous Land Cruiser.
‘GAHD, I FELT SO RUGGEDLY SURVIVALIST, I WANTED TO GROW A BEARD THERE AND THEN’