Range Rover is celebrating 50 years of matchless modification and all-terrain capability with the introduction of the new Range Rover Fifty.

The original luxury SUV defined the market since June 17, 1970 and, five decades on, the Range Rover has evolved to become a family vehicle. 

It was the first SUV to feature a permanent 4WD system when it was launched, and in 1989 was the world's first 4x4 to be fitted with ABS anti-lock brakes. Later in 1992, it became the world's first 4x4 to be fitted with electronic traction control (ETC) and automatic electronic air suspension – ensuring what the brand is so famous for, both on and off-road. In 2012, the latest generation Range Rover became the world’s first SUV to feature an all-aluminium lightweight construction, making it lighter, stronger and more efficient.

It was the first vehicle to ever be displayed at the Louvre Museum in Paris, and has even won the Paris-Dakar rally – twice. 

The limited-run Range Rover Fifty will be restricted to just 1,970 vehicles globally, in recognition of the year the original Range Rover was launched.

The Range Rover Fifty features a number of bespoke exterior accents in Auric Atlas as well as two 22-inch wheel designs. The badging features a ‘Fifty’ script created personally by Prof Gerry McGovern OBE, Land Rover’s Chief Creative Officer, which will appear on the exterior of the vehicle and throughout the interior on the unique “1 of 1970” centre console commissioning plaque, headrests, dashboard and illuminated treadplates.

The Range Rover Fifty will be available in both standard and long wheelbase body designs with customers able to choose from four carefully curated exterior colours; Carpathian Grey, Rosello Red, Aruba, and Santorini Black.  Land Rover Special Vehicle Operations is also offering the Range Rover Fifty in one of three Heritage exterior solid paints reproduced from the original Range Rover paint palette; Tuscan Blue, Bahama Gold and Davos White. A range of powertrain options will be available; petrol, diesel and even a plug-in hybrid P400e version.*