Background 产品背景
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In 1945, the devastation of World War II had brought about great trauma to Britain, with its economy in
decline and cities destroyed, and many factories bombed. At this time, Rover car company, which had
been known for producing luxury cars before the war, found that luxury cars were no longer in line with
the times, and steel usage was strictly controlled by the government while people's ability to purchase
cars had greatly declined.
To overcome the difficulty, Rover's technical director, Maurice Wilks, led the development of a
versatile four-wheel drive utility vehicle, primarily intended for agricultural use. This vehicle was based
on the American off-road vehicle, and was specifically tailored to meet the demands of farming and
construction work.
In 1948, to differentiate this tool-like off-road vehicle from the traditional Rover brand, a new sub-brand
was created, with the new name "Land " added to the existing "Rover" name, hence the name "Land
Rover". This vehicle became the original Land Rover Series I, and served as the foundation of the
Land Rover brand.
Despite its boxy appearance, the small off-road vehicle sold over 10,000 units in its first year on the
market, thanks to its affordable price and excellent performance, setting the foundation for the later
success of Land Rover in the UK.
Following the success of the Series I, Rover executives saw a bright future and, on the occasion of the
10th anniversary of the Land Rover brand, developed the Series II on the 88- and 109-inch wheelbase
platforms. The Series II not only improved overall workmanship and design, but also introduced
multiple versions for consumers to choose from, including pick-up trucks with long and short wheelbas-
es, and enclosed cargo box utility vehicles. More than 10 versions are available in both hard-top and
canvas soft-top configuration.
Land Rover's inherent spirit of adventure and exploration also won the favor of the British Royal
Family, with Land Rover off-road vehicles becoming a regular fixture in the royal fleet and frequently
used as the transportation of choice for members of the royal family. By the time the Land Rover brand
celebrated its 20th anniversary in 1968, the Series line had sold over 600,000 units, earning
widespread praise in the marketplace.
产品简介
Product Introduction
1945年，第二次世界大战给英国带来了巨大的创伤。经济倒退、城市被毁，很多工厂都遭到了轰炸。罗浮
（Rover）作为当时英国最大的汽车公司，曾经的强项豪华轿车已变得不合时宜。加之钢材用量受到英国政府严
格管控，民众的汽车消费能力大幅下降。
为了渡过难关，罗孚汽车公司的技术总监莫里斯·威尔克斯先生主持开发了一款农用为主的多功能四驱越野
车。这款车以美军吉普为蓝本，更加针对农田和工地这样的使用环境。
1948年，为了区别于传统的罗孚品牌汽车，这辆工具车性质的越野车启用了全新的子品牌——新品牌的名
称在“罗孚（Rover）”的名字前面加上了“Land（陆地、田地）”，定名“Land Rover（路虎）”，而这台
车型就是后来的路虎Series I车型，也是路虎品牌的开山之作。
这台像罐头盒子一样的小越野车，凭借实惠的价格和出色的性能，在上市第一年就卖出了一万台，市场反响
极好，这也为后期路虎汽车在英国的走红奠定了基础。
SeriesⅠ大获成功，让罗孚高层看到了曙光，于是在路虎品牌诞生10周年之际，在88英寸和109英寸轴距平
台上打造了新款车型——Series II。Series II不仅改善了整体工艺，完善了设计，还推出了多个版本供消费者选
择，其中包括长、短轴距的皮卡和封闭货斗的厢式工具车等十多个版本，均提供硬顶和帆布软顶两种配置。
路虎品牌与生俱来的冒险家探索精神也深受英国王室和军队的喜爱，扎实可靠的Series II屡次在阅兵中担任检阅
车。至1968年，路虎品牌成立20周年之际，Series系列车型售出数量已高达60万台，好评如潮。
