The first Land Rovers went on sale in 1948, after the vehicle's debut at the Amsterdam Motor Show on April 30. Production began in June of the same year, and the Land Rover quickly became the most popular car the Rover company produced.
Rover developed the Land Rover to replace the aging Willys Jeeps leftover from World War II, which had become popular working vehicles in England. The company also designed it to be a popular export in order to secure access to rationed steel in the years immediately after the war. Although Rover originally envisioned the Land Rover as a temporary addition to the company's line, consumer demand made it a permanent fixture of British motoring.