Land Rover is a British automotive brand which has a long history of producing reliable and robust off-road vehicles. It was first used in 1948 and is currently based in Coventry in the United Kingdom. Like most of its other British counterparts, Land Rover is owned by a non-British company, Tata Motors, one of the largest automotive manufacturers in the world today.
Heritage and Quality Automotive Brand
Land Rover underwent several stages of ownership over the past few decades where it started out under the Rover Company. It will then be bought over by the Leyland Motor Corporation before changing to British Leyland and then as a brand under the Rover Group.
Technology
Land Rover has its own e-terrain technology known as ERAD or Integrated Electric Read Axle Drive. This is where the vehicle is able to supply extra power for the vehicle when driven over tough terrains. On top of that, it is able to allow it to move off without needing to start the engine.
One of the most significant initiative by Land Rover was the multi-million pound project supported by the British government for the Diesel ERAD Hybrid. Meanwhile, the ERAD diesel-electric hybrid was shown at the 2008 London Motor Show. The same year saw the LRX hybrid concept in America.
Change in Ownership
In the late 80s, Land Rover came under the British Aerospace company before it was bought over by German automotive giant BMW between 1994 and 2000. Land Rover then changed hands again and between 2000 and 2008, it was owned and marketed by American automotive giant Ford Motor Company before the India-based giant acquired the brand.
Concept Cars
Over the years, besides producing high quality vehicles, Land Rover has made some of the revolutionary concept models as well. The first was showed off in 2004 which was then called the Stormer before it eventually set the stage for the Range Rover Sport. After that, the LRX came about 4 years later which would carry the ERAD technology which although not included in the production version would become the Range Rover Evoque.
Other notable concepts include the Land Rover DC100 intended to replace the iconic Land Rover Defender and the Discovery Vision Concept. The latter is supposed to replace the Land Rover Discover model.
Today, Land Rover is known as the second oldest four-wheel drive brand in the world falling behind the Jeep brand. It has a strong and reputable list of models that include the highly illustrious Range Rover, Discovery, Freelander, Defender and the recently launched Range Rover Evoque which has become one of the most popular models around.
Land Rover Malaysia
The brand continues to grow in most parts of the world where it is marketed under Sisma Auto in Malaysia, part of the Sime Darby group, one of the largest conglomerates in the country. In the Malaysian market, models like the Freelander 2 SD4, the Land Rover Evoque and many others are being sold and marketed which have all been enjoying a lot of success over the years.
Land Rover Malaysia
Sisma Auto Sdn. Bhd.
21, Jalan Perintis U1/52
Kawasan Perindustrian Temasya,
Seksyen U1, HICOM Glenmarie,
40150 Shah Alam, Selangor
Tel: 03 5569 3311
