Sixty years ago today, a motoring icon made its public debut, when the original Land Rover was shown at a motor show in Amsterdam, on 30 April 1948. The current Defender is clearly descended from that first vehicle, now known as a Series 1.

Extraordinarily, they even share a couple of original parts, an oil filler plug and a cleat for tying down the canvas roof. But the rest of the vehicle technology has moved on considerably.

As has the sales. Last year Land Rover's five-model line-up, headed by the Range Rover, recorded global sales of over 226 000 vehicles in 2007.

The company recently received an early birthday present, in the form of two Queen’s Awards for Enterprise. The first, for "International Trade", was given in recognition of export sales of nearly £4-billion per annum to 147 countries, with markets such as China and Russia driving major growth. The second, for "Innovation", was awarded for Land Rover's Terrain Response system which, at the twist of a knob, sets up the vehicle's engine response and traction systems for performance on all terrains.

Around the world, Land Rover will be celebrating its 60th anniversary year with a series of special activities and events.

The success story

Since the first Series I model rolled off the production line at Solihull, the vehicles created by Land Rover have been synonymous with 4x4. In 1970, the company introduced the Range Rover — the first 4x4 to be equally capable on-road as off-road. Now, alongside the Range Rover and Defender, sit the Discovery 3, Freelander 2 and Range Rover Sport.

Land Rover's spirit of adventure has been evident from the earliest days. For 60 years, the company's vehicles have worked for a multitude of humanitarian and conservation organisations, represented today by Land Rover's formal ties with the Born Free Foundation, Biosphere, Earthwatch, the Royal Geographical Society (with IBG), and the China Exploration and Research Society.

Phil Popham, Land Rover's Managing Director, commented: "Land Rover’s history is a long and illustrious one — and the future is just as exciting. We are committed to maintaining our relevance and meeting the needs of our customers in a changing global environment. Earlier this year, we unveiled a glimpse into our possible future &38212; the diesel hybrid LRX cross-coupe concept. This signals that Land Rover will continue to evolve, with capability, premium values and sustainable motoring at the top of the agenda."