Land Rover Independent Service

Born on a Farm in Anglesey

The first Land Rover was conceived in 1947 by Maurice Wilks, chief designer at the British car company Rover, on his farm at Newborough on Anglesey. He is said to have been inspired by a Second World War American Jeep he used one summer at his holiday home in Wales; the first prototype even had a centre steering wheel and sat on a Jeep chassis.

Its most striking feature was a light, corrosion-resistant body made of Birmabright, an aluminium-magnesium alloy. The choice was a product of its time: steel was scarce after the war, while aircraft-grade aluminium was plentiful. The alloy's resistance to rust helped the vehicle earn its reputation for endurance in the hardest conditions. Early colour choices were limited to surplus military cockpit paint, which is why the first vehicles left the works in shades of light green — and for decades every model kept the tough body-on-ladder-frame construction.

Early vehicles like the Series I were designed for field service, and simplicity remained a virtue: the British Army long preferred the mechanically straightforward four-cylinder diesel over more electronically controlled engines precisely because it was easier to service.

After the marque was purchased by Ford, Land Rover worked closely with Jaguar, sharing sales and distribution channels in many countries — including joint dealers — as well as certain components and production facilities.