29 August 2001: Land Rover will launch five new models as part of a $2 billion investment program over the next six years, almost as many as the seven in total in its 53-year history. Land Rover is now owned by Ford.

The company, according to its chairman Bob Dove will specifically target North America with a branding and marketing campaign. The company is in the process of unveiling its 2002 Freelander, and upcoming launches include a new Range Rover (above) scheduled for 2002. There will be a replacement for the Discovery in 2004.

Dover said Land Rover could become a major player in a country with a huge market for off-road and four-wheel drive vehicles and he said the US is L/R's 'absolute number one priority' market. Every new Land Rover model will be engineered for the US at the very beginning of its life.

The company expects to sell 22,500 Freelanders in the US in 2002. Last year about 30,000 Discoveries and Range Rovers were sold.