AT A GLANCE

TECHNOLOGY: Touch-screen infotainment system with the LR4; efficient Evoque on its way to buck the energy-inefficient Land Rover stereotype.

HISTORY: Land Rover began in 1948 in the UK when auto designer Maurice Wilks was inspired by a tough World War II American jeep.

FAMOUS MODELS: Range Rover, Range Rover Sport, Discovery LR3.

KNOWN FOR: Pricey and luxurious but powerful and safe.

Entering a new era

Perhaps the worldwide financial crisis will turn out to be a good thing for Land Rover. Under Ford’s leadership, Land Rovers gained a reputation for guzzling gas. Ford sold both Jaguar and Land Rover to the up-and-coming Tata Motors of India for $2.3 billion in 2008.

Like all the brands and former brands of the big three automakers, Land Rover stands poised to enter into a new era.

Nowhere is this more evident than in the introduction of its iconic high-end off-roader, the Range Rover. It’s been completely redesigned from the ground up for 2013, and by all accounts it raises the bar for what is possible in a rugged, luxurious SUV. It’s as comfortable as it is tough, capable of helping drivers relax on the highway or get to destinations far from pavement.

The Evoque is also turning heads for all the right reasons. A gorgeous, modern looking vehicle, it’s also designed to be the most efficient Land Rover ever. As other brands struggled through the recession, just hoping to survive, Jaguar Land Rover reported a jump in its sales recently.

Those are all good signs for this iconic British brand. The reputation it’s built — for constructing comfortable, luxurious off-road vehicles that can travel anywhere with the amenities of home — is just as secure as it ever was.

As it enters a new era, Land Rover is showing how a brand can thrive when it makes great products.

2013 VEHICLES TO WATCH

Ranger Rover

The fourth generation of the Range Rover line, the new model has been developed from the ground up to provide the ultimate luxury SUV.

LR 4

For 2013, the LR 4 sets the luxury standard even higher with new optional features including the Extended Leather Pack.

LR 2

Land Rover has given the LR 2 a premium overhaul, delivering even better comfort, convenience and driving enjoyment.