One jeep. One idea. Fourteen years of dust.
We're the tour company that grew out of a single classic Land Rover and a stubborn belief: Madeira is best shown by the people who grew up on it.
From one Land Rover to Madeira's most watched tour company
Hit The Road started in 2012 with one classic Land Rover and a love for the island's wild side: the mountains, the hidden roads, the local flavours, the stories that never make the guidebooks. What began as one jeep became one of Madeira's most trusted adventure brands, and along the way our videos of the island have been watched millions of times, making us the most watched tour company in Madeira.
The idea never changed: small groups, real off-road, guides born here, and days that feel like exploring with friends. We work hard, play hard, and love what we do.
Guides who grew up on these roads
Every guide was born and raised on Madeira. They know which viewpoint clears first, which tasca pours the honest poncha, and where the waterfall runs best after rain, because this island isn't their workplace, it's their home.
Owner & 4×4 Guide
Founded Hit The Road in July 2012 with one Land Rover, then found and trained the team he now calls the Hit The Road family. A big dreamer and long-term thinker, usually found at a sunrise spot above the clouds, away from the crowds.
4×4 Guide
Definitely the funniest of the group. Contagious energy, great advice, and he might even make fun of you a little. He's also an ex-footballer, in better shape than most people twenty years younger.
4×4 Guide
Outgoing, sociable and quick on his feet: everything we want from a rockstar guide. Nothing but five-star reviews since 2023, and his guests keep reaching for the same word: fabulous.
4×4 Guide
A man of many talents: great cook, handyman, negotiator and plant enthusiast. Studied in the Azores, worked in a Michelin-star restaurant in Iceland. You'll be lucky to explore Madeira with Tiago and the White Pearl.
4×4 Guide · Hiking Guide
Old-school Hit The Road family, with us almost since the start. Our faz tudo: if there's a tough job, Vitor gets the first call. He's led hundreds of tours of every kind, from hiking to food to sunrise and sunset. If Jeff's done it, Vitor probably has too.
4×4 Guide
4×4 runs in the family: his father is a prominent name in the off-road world, so Vitor Silva grew up doing this. Off duty you'll find him on a boat, fishing rod in hand. A real nature lover, happiest outdoors.
4×4 Guide
Probably the calmest person we know: nothing seems to shake him. A smart, dynamic and easygoing young man from a mechanics background, straight-edge, and our youngest recruit. Like Vitor Silva, he's already driving his own Land Rover.
Watch before you book
Most tour companies ask you to trust a brochure. We've filmed years of our actual tours: the roads, the weather calls, the guides. Watch, then decide.
Come see the island we grew up on
See all toursQuestions first? WhatsApp us: a human answers, usually fast.