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Premier Automotive Group
17 Broadwick St.
London W1F0DJ, United Kingdom
Phone: +44-20-7025-6200
Fax: +44-20-7025-6260
Premier Automotive Group is the stable where Ford Motor Company
houses its prime thoroughbreds. The company oversees the sales, marketing, communications, franchise development, parts, distribution, and customer service efforts of Ford's premier brands: Volvo, Jaguar,
and Land Rover. Premier Automotive Group is based in the UK, where its brands originated (with the exception of Volvo). It has opened an office in Irvine, California, in order to take advantage of the US
luxury-car market
History
April 30 1948
The Land Rover was introduced at the Amsterdam Auto Show. Brothers Maurice and Spencer Wilks, then the Rover Company's
managing director, developed the truck as a result of a conversation about Maurice's American 4x4. Realizing the gap in the British market for such a vehicle, they quickly produced a prototype out of aluminum
and steel, metals that were still rationed in England at the time. They used interior components from their Rover saloon cars. The first prototype was completed in 1947, but it wasn't launched until the
Amsterdam show the following year. The vehicle featured four-wheel drive and a 1.6 liter engine from the Rover P3 60 saloon. It was shown with a canvas top and optional doors. Doors eventually became
standard, as did a system where two and four-wheel drive could be selected in the high range with permanent four-wheel drive in the low range. In 1952, the engine was enlarged to 2 liters and the wheelbase
was extended to 86 inches. Land Rover would become immensely successful in endurance races and off-road rallies, making it the standard operating vehicle for British Commonwealth wilderness
territories. Heavy and easy to repair, the Land Rover earned its name for toughness and reliability
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