Land Rover gets behind its heritage
We predicted a rising market for classic Land Rovers in November 2014 and we’re happy to report that interest in older Landies and Range Rover has been mounting since that time. As well as being approached by customers who wish to buy and finance a classic Land Rover, we are also being contacted by specialist dealers and restorers who are reporting a surge in interest and activity – always a key indicator of healthy levels of interest.
This probably shouldn’t come as a surprise for a myriad of reasons, but it no doubt helps that Land Rover Heritage’s PR department has been very busy as the manufacturer’s top brass focus on using the company’s history to help sell new vehicles.
Land Rover have been scouring the world for cars to restore and now offer customers the chance to buy a factory restored Series 1 built by Land Rover technicians with OEM parts. It’s the ultimate restoration for a Land Rover enthusiast and underlines the manufacturer’s commitment to Land Rover owners and vehicle both old and new.
What does it mean for the classic Land Rover scene? More confidence, more activity and a helpful shot in the arm for values.What does remain to be seen is how it will affect the top tier of sales in this market – after all, would you rather spend £50,000 at auction or spend the extra and go direct to the manufacturer?
The original press release:
Whitley, UK, Wednesday, 6thApril 2016
Reborn initiative from Land Rover Classic offers unique proposition for customers to buy one of 25 factory restored Series I models
Each of the 25 examples are hand-picked by Land Rover Classic’s team of experts for authenticity
Series I perfectly restored according to original specification and using meticulously sourced Land Rover Classic Parts
Land Rover Classic continues to nurture the passion for the Land Rover brand through the provision cars, services, parts and experiences
Land Rover Classic is underscoring its commitment to providing the very best cars, services, parts and experiences to passionate Land Rover customers with the launch of the ‘Reborn’ initiative for the iconic Series I at Techno-Classica in Essen, Germany.
Reborn offers 25 prospective customers the unique opportunity to purchase an original and highly collectable Land Rover Series I directly from Land Rover Classic.
Land Rover Classic’s expert team has drawn on decades of experience to hand-pick 25 Series I chassis from Land Rover’s global network. Each model will undergo a complete restoration according to the brand’s original 1948 factory specification and using Land Rover Classic Parts to preserve authenticity. This includes the choice of five period finishes including Light Green, Bronze Green, RAF Blue, Dove Grey and Poppy Red.
Customers will be able to select their preferred base vehicle with the help and guidance of Land Rover Classic’s experienced restoration team, and they will be able to follow the restoration of their cherished Series I from start to finish at Land Rover’s new Classic workshop located within the original Defender production centre at Solihull.
Tim Hannig, Director, Jaguar Land Rover Classic, said: “The launch of the Reborn initiative represents a fantastic opportunity for customers to own a valuable and collectable automotive icon. Reborn showcases Land Rover Classic’s expertise in restoring and maintaining our loyal customers’ prized Land Rovers. It also demonstrates the business’ commitment to supporting customers with original and meticulously sourced parts for Land Rover models that have been out for production for longer than 10 years.”