Land Rover puts down roots for the future

On the eve of the company’s 60th anniversary, Britain’s best-known Land Rover driver yesterday put down some roots for the future.

Former head of the demonstration team Roger Crathorne, who has been with Land Rover for over 45 years and evaluated all its current models, helped MD Phil Popham plant the 60th oak sapling at Eastnor Castle, Hereford, the spiritual home of the marque and where the full off-road abilities and tests of the legendary vehicles have been undertaken over the last four decades.

Since September 2006, carbon dioxide generated by Land Rover manufacturing activities and UK customer vehicle use has been balanced through an industry-leading offset programme run by Climate Care and this year the company has also been planting trees on the Hereford estate where it teaches customers how to get the most out of their vehicles while driving responsibly and safely.

The landmark planting on a slope overlooking the main drive and castle courtyard was watched by senior company executives and international media, many of whom have been instructed by Roger and his team on the estate over the years.

Roger Crathorne’s immense experience and behind the scenes recollections of a career with the company have been brought together by writer Gavin Green to mark Land Rover’s 60 years in production, called Born in Lode Lane. It goes on sale Monday 28 April, two days before the 60th anniversary of the marquee.

Ironically, as the founding Wilks brothers were developing what would become the Land Rover on an Anglesey seashore farm, Roger was born in Solihull Hospital on Lode Lane in April 1947, a year before the first Land Rover was built in Lode Lane and appeared at the Amsterdam motor show.

Ever since then, Land Rover has relentlessly increased annual sales and last year built a record 226,000 models for sale in 147 countries, winning this week the Queens Award for exports and technical innovation, said Mr Popham.

He paid tribute the immense ability and experience of Roger Crathorne, explaining has trained Royalty, was integrally involved in the development of the original Range Rover, turned off-road driving into a science and travelled all four corners of the globe – from the muddy tracks of Eastnor Castle, to central American volcanoes and the Sahara sand hills. Some of his stories have been brought to life in 'Born in Lode Lane'.

"Although never in senior management, Roger is known to many – Royalty, senior military officers, explorers, customers, journalists and myself – as 'Mr Land Rover'. It therefore seemed fitting that his memories of life with Land Rover be documented to mark the Company’s anniversary year,"

Roger and Gavin have interspersed recollections of the models’ development with interviews of Phil Popham, Spen King, the Father of the Range Rover, and renowned explorer and adventurer, Sir Ranulph Fiennes – all of which provide a unique insight into Land Rover's past 60 years and into its future.

Mr Popham told guests at the ceremony that Land Rover’s breadth of abilities would continue with new models planned which would embrace the latest technology and power train systems but which would never compromise the off-road ability that is a hallmark of Land Rover.

He concluded by saying that Land Rover’s impending new owners, TATA, had seen the projected development programme for vehicles and were very encouraged by what is coming over the next few years.

'Born in Lode Lane' is available from Monday 28 April 28 from Land Rover Gear – www.landrovergearshop.com – priced at £12.50. Proceeds will go to the British Red Cross.

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