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00:00Adventure
00:10Adventure, that burning desire to explore the unknown.
00:14Go where no human has gone before.
00:17Be the first to reach the peak, or cross the continent.
00:21It's that desire that fueled the overland expeditions
00:25that made Land Rover famous around the world,
00:28and produced the family of Land Rover vehicles we know today.
00:40The Land Rover has become a passport to adventure
00:43for millions of off-road enthusiasts.
00:46People looking for a 4x4 capable of taking them into unexplored territories.
00:51It's become popular with those who want a little luxury and the ability.
00:58This conference certainly has become a nove Ocean by The Black Museum,
01:02if we're outside a deemed bear experience.
01:04Dual Broad Treasure
01:06I have to have a local salvation,
01:08but I need you to breathe.
01:10I fill out the dromed tradition
01:11and I want all of those who want to go back to thevreУist
01:16This has been sophisticated andventivical results.
01:18If it had been delivered it,
01:20you have to release it to have a local knowledge.
01:23In 1948, the Land Rover began life with a simple purpose, to give Britain a vehicle that could compete with Jeep.
01:41The Jeep had proven itself in World War II. A new model for the civilian market was about to be introduced.
01:53But across the Atlantic, in post-war Britain, plans were being made to unleash another consumer 4x4.
02:03The Wilkes brothers, who ran the Rover car company, were working on an idea prompted by Morris Wilkes' fascination with his surplus Jeep.
02:15Morris loved his Jeep, and the stout vehicle proved to be very handy around the farm.
02:23But he knew that it would eventually break down and parts would be impossible to find in England.
02:30The prospect of having to live without his Jeep gave Wilkes an idea.
02:35Why not build his own?
02:36The war had devastated the Rover car company. Raw materials were rationed.
02:45But if Wilkes could prove that he could export his new vehicle and bring hard currency into the country, he'd get what he needed.
02:52Tom Barton was one of the leaders responsible for the design and building of the original Land Rover.
03:06It was conceived, designed and built within a year.
03:12The Wilkes were still using their Jeep, but not for long.
03:16They had something new. They had to substitute aluminum for steel on the new vehicle, because they weren't able to get enough steel.
03:26The Land Rover was a huge hit at the 1948 Amsterdam Motor Show.
03:31But the brothers still had to convince farmers that the Rover could replace the horse.
03:42What I want, says many a farmer, is something that can do everything the horse can do, plus a lot more, and at three times the speed.
03:52And here it is, the Land Rover. A tough, chunky, cheeky, versatile vehicle, with an unlimited capacity for hard work.
04:03They were right. There was more demand for the little Land Rover than they could fill.
04:09The plucky vehicle sported an 80-inch wheelbase, topped off with a 52 horsepower, four-cylinder engine, and four-wheel drive.
04:17It became the farmer's best friend, and the vehicle of choice for military forces around the world.
04:35A promotional film, made by the company more than 50 years ago, describes the Land Rover.
04:41There's something about the purposeful, functional Land Rover that makes an irresistible appeal to the young and the young in heart.
04:51How is she different from an ordinary car? Ah, jump in and I'll show you.
04:56As the Land Rover grew in popularity, another dimension broadened its demand, the off-road possibilities, the four-wheel drive.
05:12The Land Rover's capabilities appealed to a new class of automotive enthusiasts.
05:16Veering away from its farmland and workhorse image, owners began using the vehicle for exploration and recreational pursuits all over the world.
05:25It's claimed that the first vehicle ever seen by one-third of the world's population was the Land Rover.
05:38One of the most famous of many cross-continent adventures was the Oxford and Cambridge Expedition, an 18,000-mile overland journey from London to Singapore.
05:56Driving the first motorized vehicles ever to use this overland route, the expeditionary drivers were greeted by curious crowds, international press coverage, and champagne toasts on their arrival.
06:11But not everyone was happy with the original design.
06:19Barbara Wilkes complained to her husband, Morris, that the vehicle was not female-friendly.
06:26She wanted more comfort and fewer sharp edges, which she said ruined any number of stockings.
06:32In April 1958, Land Rover brought out an entirely new model, the Series 2.
06:38It featured a long list of modifications, a larger rear window to improve visibility, rounded quarter lights and fenders.
06:49Windows were made of non-scratch glass, and the doors had external handles with locks.
06:55The changes made the Series 2 easier to drive without sacrificing durability.
07:08As a result, they had unveiled a new model, the Always 3, positive andsed-winning car goes without dying.
07:10ans in April
07:16Byera
07:19This world was himself beforetes, an Ezra was elected to its Sonic Canyon.
07:20The team made the straightforward blow-up.
07:22That was the only three keystedes, including our Navy by Trimboa II.
07:24Who managed to supply the vehicle seamlessly North.
07:27For the former駒 bed-to- farms, they wereörpered above the north.
07:28Customers from around the globe ordered armoured cars, ambulances, and even a lightweight version suitable for parachuting in.
07:40And of course, everywhere the army goes, the Land Rover goes too.
07:44Here she goes, weighing well over a ton with trailer.
07:49And here she comes, safe and sound.
07:53However, in America, the Land Rover was still something of a curiosity.
07:58A few have been imported over the years.
08:23Another problem, the strict emission regulations in America that would have required special models to be built for import into the States.
08:42Rover couldn't afford the investment, and they abandoned the U.S. market.
08:49But in England, the Land Rover was the vehicle of choice for off-roading.
08:55Seeing how people were actually using 4x4s prompted the company to develop a more civilized vehicle.
09:02One that could be at home in the city, as well as in the country.
09:06And they abandoned the U.S. market.
09:08But in England, the Land Rover was the vehicle of choice for off-roading.
09:13Seeing how people were actually using 4x4s prompted the company to develop a more civilized vehicle.
09:20One that could be at home in the city, as well as in the country.
09:27Spen King, a young engineer, was chosen to head up the project after successfully developing an innovative gas turbine car.
09:41With vehicles like the Ford Bronco and the Chevy Blazer, seen as their main rivals, Spen decided to take 10 to 15 Land Rovers on a competitive two-day safari alongside the competition.
09:56His design team evaluated the off-road capabilities of Land Rover, and in some cases, the lack of off-road ability of some of the other vehicles.
10:08The design team then built several prototypes, before finally settling on the one to be called the Range Rover.
10:21Coming to market in 1970, it sported a new V8 engine that was powerful and lightweight.
10:28Permanent four-wheel drive gave it predictable traction.
10:31With its introduction, the new Range Rover, like the Land Rover 22 years before, became the automotive rage in Europe.
10:38The Range Rover was unlike any other 4x4.
10:54Its innovative design won numerous awards.
10:57It was even displayed at the Louvre in Paris as automotive art.
11:07To prove that these more refined vehicles could mix it with their stablemates, they were tested on some of the world's toughest country and trails.
11:16They crossed the Sahara, battled Panama's Darien Gap, traversed rough terrain from Alaska to the tip of Africa, all to prove that Range Rovers could go anywhere.
11:31One of the most famous expeditions was the Camel Trophy.
11:43This arduous, gut-wrenching event was called the Olympics of off-roading.
11:48Each year, amateur teams set out to conquer the most challenging terrain in exotic locations.
11:57Almost impenetrable jungle, hills and rocky riverbeds.
12:01The utter exhaustion of crossing remote locations tested the skill and endurance of every individual and the machines.
12:08In 1982, eight two-man teams from four nations crossed New Guinea.
12:19When the roads turned from track to muck to roaring rivers, the teams welcomed the bemused but skillful assistance of the local people.
12:26Land Rover was quick to exploit the adventurous mystique of their rugged vehicles with a series of outrageous television commercials.
12:46Land Rover had conquered markets worldwide, except one, North America.
13:12Executives wanted to return to this lucrative watering hole, but research said an expensive sport utility vehicle was not likely to sell.
13:22Americans wouldn't pay for luxury when they wanted utility.
13:26Land Rover decided the research was wrong, and work began on a super luxurious version of the Range Rover.
13:33In 1987, the company offered American buyers an exclusive Range Rover, loaded with options never before seen on a 4x4.
13:49Power seats, locks and windows, a sunroof, leather, wood trim and a premium stereo system.
13:57The gamble paid off. It sold out.
14:09The company re-entered the US market just as the SUV boom was about to take off.
14:16Range Rover stood out as the only upscale model in the pack.
14:19An expedition was mounted to prove that it was more than an oversized family sedan.
14:29In 1989, a convoy of eight Range Rovers made the first thousand-mile crossing of North America's Continental Divide by Motorville.
14:42As the Range Rover was being rolled out around the world, engineers pushed on with high-tech innovation.
14:55They pioneered many four-wheel drive technologies to enhance safety and control.
15:02Tough machinery to keep the car going where you wanted it to go.
15:32What a 10% horsepower would do is force the car going where you want the Grand Prix or the intermediary power will be in the back of the truck.
15:33When it arrived in North America, four-wheel drive was pulled up the truck.
15:40I thought it was a big deal.
15:42I think this was really interesting.
15:44It was only a big deal.
15:46It was not a big deal.
15:48I think this didn't have to be a big deal, it wasn't a big deal.
15:52So I thought it was really interesting to do things I could put the car over it and try.
15:57That's not great.
15:59When it arrived in North America, Four-Wheeler magazine named it the 1995 Four-Wheeler of
16:05the Year.
16:06But following unfortunate British automaking tradition, it had its teething problems.
16:15Like the Land Rover models before it, Discovery joined the expeditionary ranks.
16:22The Camel Trophy was by now so popular that a million people applied for this tough off-road
16:28journey every year.
16:33Discovery drivers signed on for the crossing of Siberia.
16:40They wanted to prove that it was a genuine Land Rover, worthy of the legacy that began
16:45with the original Land Rover, now dubbed Defender.
16:58With the 1990s came an explosion in the sport utility market.
17:28It was a matter of time before owners of these go-anywhere vehicles decided to put them
17:39to the test.
17:44The driving academies are known as the world's most exclusive off-road driving schools.
17:47providing an intensive course on rough terrain.
18:17In 1994, the Range Rover celebrated its 25th birthday with a new model.
18:38Built in a new assembly plant, it was the most technically advanced vehicle they'd ever produced.
18:43The new Range Rover had to compete with a growing number of new sport utes from around the world.
18:50It wasn't enough to have heritage on your side.
18:55The new Range Rover had to compete with a growing number of new sport utes from around the world.
19:02It wasn't enough to have heritage on your side.
19:06To distinguish itself from the rest of the pack, Land Rover concentrated on improving the buying experience.
19:13They did away with the traditional showrooms and put the sales force in casual clothes.
19:31Land Rover centers were created.
19:34They looked more like hunting lodges than car lots.
19:41They even gave buyers the opportunity to put their new SUV to a real test.
19:55As sport utility vehicles became the hottest automotive market segment, Land Rover needed money for new products.
20:03At the same time, BMW was seeking to expand its own line of cars.
20:08They looked at the array of brands owned by Land Rover's parent company.
20:12Rover, Triumph, MINI, MG and Land Rover.
20:16And in 1994, they purchased the lot.
20:22In 1996, Land Rover turned 50.
20:26New capital from BMW.
20:27It celebrated this anniversary by introducing a next generation of 4x4 vehicles.
20:33A mini SUV called Freelander.
20:56A mini SUV called Freelander, a new company.
21:05It's a new company.
21:07The new company.
21:08With thatbreed brand broed brand.
21:09It started to be in trouble with the new company.
21:10And the new company.
21:12It was a new company.
21:13It's historically valuable.
21:14It would be a new company.
21:15It's a new company.
21:17While new products were being developed and launched, BMW was suffering tremendous daily losses due to its purchase of the Rover Group.
21:26Shareholders were growing restive. BMW now had its own SUV with help from Rover, the X5.
21:34Pressure mounted. BMW estimated that the disastrous Rover Group purchase had cost it $5 billion, and it cut its losses.
21:44A year after the X5 debuted, it sold Land Rover to Ford. Land Rover was feeling stiff competition from Mercedes and others.
21:57Ford quickly announced its intention to fully support the Land Rover mark, as it had done with Jaguar and the people who drive these vehicles.
22:05Get to the top of the hill, first gear, no brakes, let hill descent control walk you down.
22:12Now is my very first time doing this.
22:14This is an amazing car.
22:17Ah, oh my God. I love you.
22:24This kind of loyalty has helped Land Rover stay alive in a crowded market.
22:32Owners are sometimes rewarded at special events, like this introduction of the Discovery 2 at a lodge in Colorado.
22:40Here, many owners are able to put the off-roading capabilities of these vehicles to the test, often for the first time.
22:50Driving through these rocky passages opens up a new world. It's easy to understand the appeal of these vehicles.
23:02Today, Land Rover is recognized around the world as a pioneer in the 4x4 market.
23:15It has managed to combine an image of luxury and utility, refinement with ruggedness.
23:21It's traveled from a basic utilitarian product in 1948 to become a true automotive icon.
23:28It's been estimated that three-quarters of all Land Rovers ever built are still in use today.
23:36Land Rover's energy and innovative thinking hasn't changed much in half a century, but the technology has.
23:46This is where the future of Land Rover lies, as well as in the heart and soul of every great explorer
23:52who never let the absence of a road interrupt the quest for new adventure.
23:57Now that I have been in the 3rd of the time in 2021, I am happy to do this right now.
24:07I'm happy to be the next round of this year.
24:08I hope you will see the next couple of years of the Electricity Convention.
24:11The Electricity Convention is a great place to be shipped to the Aislea Nullar Center.
24:14The Electricity Convention, which is a great place to be filled with the Great Lakes and Begins.
24:16This is a great place to be successful in your future with the Snake Valley and the Blue Mountains.
24:20This is half the first place to be a great event.
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