“IT HIT LIKE LIGHTNING, WITH A DEMAND THEY HAD NEVER ANTICIPATED.” As with anything in life, context is everything. To understand the genesis of Land Rover, one first must survey the smoldering landscape of its birthplace in Great Britain. It was 1947, just a few years removed from the devastation of WWII. The nation lay in rubble, infrastructure destroyed, factories barely powering back up under heavy limitations on materials, energy, and capital.
This is the setting where, on an overcast beach in Wales, brothers Maurice and Spencer Wilks found themselves discussing their next move. As board members of one of the largest automakers in the land, the Rover Car Company, there was little room for error.
Rover was then known for building sprawling luxury cars, for which there was now…
