JAGUAR LAND ROVER has a rich heritage of building cool cars, and lately, it’s started up a new tradition of turning that patrimony into patrimoney. Three months after Jaguar relaunched the 1950s-era XKSS, its SUV-slinging sibling has started “Range Rover Reborn,” a program to revamp cars it built in the 1970s for life on today’s roads.
The XKSS program involves making new cars based on old specs, the way the Amish build barns. This scheme, by contrast, is all about restoring decrepit machines that look like they’ve been living in barns, and selling them for truckloads of money.
The British automaker isn’t the first to cash in on people’s appetite for its classic work. Jonathan Ward’s ICON in Southern California has been restoring vintage trucks (among other ancient rides) for years.