The Land Rover Series I was introduced in 1948, with 1949 marking its first full year of production and widespread use. It was developed by the Rover Company in the immediate aftermath of the Second World War, at a time when Britain was facing material shortages and economic hardship. The vehicle was designed as a practical, all-purpose machine aimed primarily at agricultural and industrial users.

The idea for the Land Rover came from Maurice Wilks, Rover’s chief designer, who drew inspiration from the American Willys Jeep he used on his farm in Anglesey. Wilks envisioned a British-built utility vehicle that could serve as a tractor substitute, light lorry, and general off-road vehicle. His brother, Spencer Wilks, Rover’s managing director, supported the project as a way to secure export sales and keep the company viable.

Early Series I Land Rovers used a simple ladder-type chassis with a steel frame and aluminium alloy body panels. Aluminium was chosen because steel was in short supply, while surplus aircraft-grade aluminium was readily available. This construction also helped resist corrosion, an advantage in agricultural and overseas use.

By 1949, the Land Rover Series I was powered by a 1.6-litre petrol engine derived from the Rover P3 saloon. Power output was modest, but the engine was reliable and well suited to low-speed work. Four-wheel drive was standard, with a selectable low-range gearbox and a power take-off system that allowed the vehicle to operate farm equipment such as ploughs and generators.

The vehicle was available in several wheelbase lengths and body styles, including open-top and pickup variants. Its interior was extremely basic, with flat metal panels, minimal instrumentation, and simple seating, reflecting its utilitarian purpose rather than any intention of comfort.

In 1949, Land Rovers were increasingly exported across the British Empire and beyond, finding success in farming, military, exploration, and emergency services roles. Their ruggedness and versatility quickly built a reputation that would define the Land Rover name for decades.

The success of the Series I in 1949 laid the foundations for Land Rover as a distinct brand. The basic concept of a durable, go-anywhere vehicle remained largely unchanged through later Series II and Series III models, and the original Series I is now regarded as one of the most important British vehicles of the twentieth century.