Land Rover is following Jaguar’s lead by opening its own Heritage Driving Experience program at the company’s customer test facility in Fen End, West Midlands.

Customers will be able to experience for the first time Land Rover’s heritage with on and off-road test drive sessions of iconic vehicles like the Series I, the classic Range Rover or famous military vehicles such as the 101 Forward Control transporter.

Land Rover will offer a series of packages allowing visitors to focus on a particular decade or era, or to journey through the brand’s heritage from the first models to the current lineup.

Visitors will also be able to view vehicle exhibits in detail and grab souvenirs from a merchandise outlet.

The packages start at £40 for passenger rides with a Land Rover Experience instructor. Obviously, most people will want to drive the cars, and this will cost them from £85, the price of the “Series I, II and III Vs Modern Defender” package. As its name suggests, it includes the Series I, II and III and the latest Defender. This package allows visitors to see how Land Rover’s DNA has passed from generation to generation.

There’s also the “Land Rover Historic Drives” package, priced at £90, which offers the opportunity to drive the vehicles that built the brand, both on and off-road. Visitors will be able to choose from an original Series Land Rover, a classic Range Rover or the 101 Forward Control – a transporter designed for the British Army.

Range Rover fans can opt for the “Range Rover Then & Now” package, priced at £125. The experience includes driving the classic Range Rover and its 2015 off-spring, both on and off-road. Finally, the most expensive package (£250) is called “Land Rover – The Collection” and allows visitors to drive all the key models in the brand’s history from the 1940s to the present day, including the Series Land Rovers, special military vehicles, collectible expedition-prepared vehicles and the entire modern lineup.

VIDEO