The original Land Rover was conceived by Rover in 1948 and once exports commenced it became an immediate success. Sold to the public, army and government services, countless modified versions have been produced. Up until 1970 there was just one Land Rover for sale, it was then joined by the Range Rover. Marketed as the first luxury 4×4 passenger car, the company were rewarded by brisk sales. The Land Rover brand were sold alongside Rover cars until 1978, when the company was re-formed as a separate subsidiary of BL.