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The Green Oval 4 million Land Rovers! By Simon Ward-Hastelow Published: 8th May 2007 Original article: http://www.difflock.com/magazine/greenoval/4_million_Land_Rovers.shtml

 Land Rover  www.landrover.com

Land Rover will today pass a historic milestone in vehicle production. Land Rover number 4,000,000 will drive off the Solihull production line.

It might not be a massive figure compared to other vehicle manufacturers but for what started life effectively as agricultural equipment it is a momentous day.

The vehicle, a Discovery 3, will be donated to the Born Free Foundation, a charity dedicated to wildlife conservation and animal welfare. It will become a 'Rapid Response Rescue' vehicle for deployment across the UK and Europe.

Will Travers, Born Free chief executive, said, "This important vehicle will enable us to carry out important frontline conservation and animal welfare missions at will. Without Land Rover's support we simply would not be able to reach some of the off-road remote destinations or tackle some of the rescues that are a vital part of our work."

Phil Popham, managing director of Land Rover, said, "We are delighted to hand this car over to Born Free. The production of the four millionth Land Rover is a major milestone and it is only fitting that it goes to such a worthy cause. I'm proud of our support for the charity and the company's contribution to both the local and national economy over the past 59 years."

Land Rover produced Vehicle number 3 million in 2001 and has taken just 6 years, with an average 700 cars per day being produced, to reach the 4 million milestone.

Phil Popham, when asked about the health of the company and future plans, further commented that significant investment had been poured into Solihull and the Halewood plant in recent years. In 2006 195,000 vehicles were sold worldwide with the target of over 200,000 looking very achievable for 2007.

78% of all production was for export (147 countries in all) and that last year 45,000 vehicles were sold in countries that Land Rover did not even trade in just 5 years ago. All of which points to a financially stable company increasing sales in a product that some UK commentators say has become unfashionable.

One BBC reporter raised the inevitable question; “Aren’t you destroying the environment?” obviously eager to impress his sandal-wearing bosses at Broadcasting House. But unfazed by such a ridiculous cheap shot Mr. Popham said that the combined fuel consumption figures for the entire range of Land Rover vehicles was now 32mpg and the latest Freelander had a class leading average consumption figure of 38mpg. Land Rover also lead the way in establishing it’s unmatched carbon offset programme.

With its long-standing and continued support of organisations like Earth Watch and the Born Free foundation Land Rover has more than adequately demonstrated that they are serious about facing the environmental challenges that the planet faces.