Introduction
Nestled in the beautiful Leicestershire countryside, beneath the impressive silhouette of Belvoir Castle, thousands of enthusiasts gathered to celebrate the ultimate British classic: the Land Rover. The Land Rover Owner Show (LRO) once again proved to be a standout event, bringing together a vibrant community of like‑minded individuals.
Safety Devices had the privilege of attending LRO once more in 2024. Nothing compared to the opportunity to speak directly with customers and gain valuable insights into their experiences and needs. Armed with kegs of bespoke IPA and a wide range of merchandise, the team braved the rain and fully immersed themselves in one of the key events of the year.
Details
A notable addition to our stand this year was the much‑discussed Ineos Grenadier. Driving it at 6 a.m. through a sea of classic, beloved Land Rovers felt rather like a wolf in sheep’s clothing. Nevertheless, the newcomer was warmly received and attracted significant attention from the public, commentators, and show officials alike. The Grenadier even took to the stage in the main show arena, holding its own alongside long‑established fan favourites.
Despite the challenging Great British weather, which thoroughly tested everyone’s off‑road abilities, LRO remained a highlight of our calendar. Alongside learning the art of pouring pints, we gained a wealth of knowledge from engaging with customers—ranging from emerging market trends to direct product feedback. It was particularly rewarding to meet so many young people with genuine enthusiasm not only for the vehicles themselves, but also for the engineering and manufacturing expertise at the heart of our work at SDI.
LRO offered an unparalleled selection of Land Rover accessories, parts, and merchandise. Combined with a festival‑like atmosphere—complete with diverse food vendors and lively bars—the event created an unbeatable sense of camaraderie. The excitement of the racing and off‑road courses further cemented LRO as the perfect place to spend a weekend.
We are already looking forward to returning next year.
Further Information
Further information on Expedition roll cages and accessories can be found here.
Follow our social media accounts for more details on our upcoming events and shows.
