Land Rover Heritage Launches – and you’ll be able to go historic off-roading

Jaguar Land Rover is launching Land Rover Heritage at the Essen Techno Classica this month to support classic Land Rovers and Range Rovers with parts and events.

It’s something of a paradox that it’s Land Rover and Range Rover that have driven JLR’s sales growth in recent years, but it’s Jaguar’s Heritage that’s seen as the soul of the company. But that is changing.

The original Land Rover Defender really has started to take on iconic status – reflected in the price of early and famous examples of the Defender at auction – and the Classic Range Rover is now becoming a sought after classic.

With all that in mind, JLR has decided it’s time to properly launch Land Rover Heritage as a companion to Jaguar Heritage, which it will do at the Techno Classic in Essen this month with a stand featuring a Classic Range Rover and genuine heritage parts.

LR Heritage plans to offer genuine parts for Land Rovers and Range Rovers that have been out of production for more than a decade, with body, trim and extended servicing items available for Range Rover Classic, and salvage and extended service parts on offer for the RR P38 and Disco 1 and 2.

For Defender and Series I, II and III Heritage parts are available and more will be gradually introduced, using original tooling methods.

John Edwards, JLR’s Special Operations MD, said:

We are delighted to launch Land Rover Heritage, which perfectly complements the recent introduction of Jaguar Heritage. It is estimated that 70% of all Land Rovers manufactured since 1948 are still in existence so there is a large and very passionate owner base to support through Land Rover Heritage.

JLR are also planning to do with Land Rover Heritage what they’ve done with Jaguar Heritage, and let you pay to come and play with older Land Rovers, and you’ll be able to do that from this summer at a 200 acre site in Warwickshire.

It’s a very sensible route to take for Land Rover to develop an awareness of the heritage Land Rover and Range Rover has now developed, something which, if properly exploited, will enhance perception of the brand and its history.