Land Rover Series I models are “Reborn” in Solihull

Car Zero, the Series I built as a pilot for the Reborn program. Images courtesy Jaguar Land Rover.

Any vehicle, it’s said, is only original once. Replace or repaint body work, repair the interior or rebuild the engine, and the term “restoration” applies, even if the vehicle is returned to its exact factory appearance. What if that restorative work is carried out by the original manufacturer, along the original assembly line? Would it be accurate, then, to substitute the term “reborn” for “restored?”

In answer to that question, Land Rover Classic is introducing a special “Reborn” program for a limited quantity of Series I models, originally built from 1948 to 1958. Just 25 Series I models will be selected for the program, based upon condition and originality, and each will undergo a complete reconditioning to year-of-manufacture specifications on the assembly line at Solihull, the same factory that produced them originally.

Customers will be able to choose their preferred model from the Series I variants hand-selected by the Land Rover Classic team. Each will be restored using parts stocked by Land Rover Classic, and buyers will have a choice of five original colors, including Light Green, Bronze Green, RAF Blue, Dove Grey and Poppy Red, while inside a range of period-correct upholstery choices are offered. Each build is expected to take between six and nine months to complete, and customers will be able to track the progress of Reborn Series I models through every step of the restoration process.

Pricing for Reborn Series I models will start at £60,000 (roughly $85,000, based upon current exchange rates), though less-common early 80-inch models will be priced from £80,000 (roughly $113,000). Each will carry a 12-month, 12,000 mile warranty. Upon completion of the 25 models to be restored under the “Reborn” program, Land Rover Classic will begin to accept restoration projects from current owners of classic Land Rover models, with pricing dependent upon the work to be carried out.

Of the program, Jaguar Land Rover Classic director Tim Hannig said, “The launch of the Reborn initiative represents a fantastic opportunity for customers to own a valuable and collectable automotive icon. Reborn showcases Land Rover Classic’s expertise in restoring and maintaining our loyal customers’ prized Land Rovers. It also demonstrates the business’ commitment to supporting customers with original and meticulously sourced parts for Land Rover models that have been out of production for longer than 10 years.”

For more information, visit LandRover.com/Above-and-Beyond/Reborn.html.