Three Generations of Range Rover

Do you remember what you were doing 25 years ago? We don’t, but we do know what Land Rover was doing. The company was introducing the 1987 Range Rover to the United States. This would start a journey that would see the U.S. become Land Rover’s second largest overall market and the largest market for the Range Rover brand. 

Land Rover at the
2012 NYIAS

Land Rover North America is focusing its 25th anniversary celebration efforts on the upcoming 2012 New York International Auto Show (NYIAS), which is a fitting venue considering New York City is Land Rover’s largest metropolitan market. The company will be featuring an “urban off-road adventure” course along with a VIP Celebration. On the off-road course will be Land Rover’s 2012 model lineup along with a 1987 Range Rover, 1993 Land Rover 110, 1995 Range Rover Classic, 1995 Camel Trophy Discovery, and a 1997 Defender. 

“The outlook for the company in this its 25th anniversary year is strong and confident,” said Andy Goss, President, Jaguar Land Rover North America, LLC. “Our current product line-up is the strongest we’ve ever had and the U.S. consumer strongly embraces our brand. The deeply ingrained corporate values and dedication to the brand that were instilled by the original management team 25 years ago has served Land Rover well. Today, there’s a renewed focus, enthusiasm and energy within the company,” Goss said.

1987 Range Rover

1987 Range Rover

The 2012 New York International Auto Show runs from April 6th through the 15th at the Jacob Javits Center.

Creating the Luxury SUV

The general format for the SUV has been around for 70 years or so, even though the term “sport utility vehicle” is a somewhat more recent development. With a few exceptions, SUVs in the earlier decades were typically designed as working vehicles not suited for families or upmarket buyers.

Land Rover aimed to change that role with the introduction of the Range Rover to North American in the spring of 1987. The Range Rover featured refinements founding lacking in competing products, such as smoother ride characteristics and upscale interiors. It didn’t take long for the Range Rover line to find its niche, even with — or perhaps because of — an introductory MSRP of $30,950.00 (approximately $65.000.00 in today’s dollars).

Overall, more than 575,000 Land Rover vehicles have been sold in North American since 1987.

 Land Rover North America Original Offices

Land Rover North America’s offices in Lanham, MD, 1992. The rented offices served as Land Rover’s U.S. headquarters until 1996. The company started in 1986 with 24 employees. The company is now headquartered in Mahwah, NJ, along with Jaguar. 

First Land Rover Center in North Point, Georgia

The company’s first Land Rover Center in North Point, GA, 1994. The Land Rover Centers were designed to provide a purchase experience consistent with Land Rover’s “outdoorsy” image. 

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