Steel rationing.  That is what we owe the existence of Land Rover to.  Post-war steel rationing.

In 1945 World War II was over and the British were rebuilding.  With huge overseas debts to repay, the British government took on the slogan "Export or Die."  Steel stocks were rationed, and those car makers who could guarantee a high percentage of exports were the ones who would get the limited sheet steel supplies.

Rover Car Company early Viking marqueRover Car Company was a successful British car maker, with an excellent reputation since at least the mid 1930's. Unfortunately, or fortunately, depending on how you look at it, their track record for exports was not good - they were successful at selling cars locally but had no experience with exporting. This meant they would not be able to get enough sheet steel to keep their factory at Solihull going if they simply proceeded with producing the same Rover cars they had in the past.  They needed something new - a stop-gap - either a vehicle for which they could be sure of being able to reliably and consistently export, or else one that did not use much sheet steel, or really both. What to do?