Background
Like many automotive models, the Land Rover acquired its “Series I” taxonomy only with a little bit of hindsight applied. When the Land Rover launched in 1948 it was only really slated for a production run of a couple of years or so. Its conception, although based on tangible post-war needs and wants, was a clever contrivance to tide Rover over a period of continued rationing. The Land Rover utilised the alloy Birmabright for its panels – a material widely used in aircraft manufacturing and, hence, unrationed and ubiquitous immediately after the war. The Land Rover was also initially, resolutely aimed at export markets with a view to kick starting much needed cash flow and foreign exchange. Rover’s end game was always to get the company to the point that car manufacture could recommence and all thoughts of muddy, utility hacks could be banished forever. The Land Rover had other ideas, however.
Even with Rover car manufacture restarted, the Land Rover continued to stubbornly outsell the firm’s cars. When the British Army ditched the ill-fated Austin Champ and started buying Land Rovers in batches of first 50 and then 200, the die seemed well and truly cast. With it now looking like the Land Rover was here to stay and likely to spawn successors, the term “Series I” was retrospectively applied, and the “Series” Land Rovers were born.
In 1971 the Series III, as featured here, was launched as the last iteration of the Series Land Rovers before the arrival of the coil sprung “Ninety” and “One Ten” vehicles. Just five years later the one millionth Land Rover was built. ROG924R was an 88” Series III finished in bespoke metallic green and fitted with a station wagon body and safari roof. Good old “Rog” can still be seen and enjoyed at the British Motor Museum in Gaydon. Over 440,000 Series III Land Rovers were ultimately built and sold between 1971 and 1985. Not bad for a “tide-me-over” model.







