Land Rover REALLY likes doing things in the snow

Wednesday, 25 March 2020

Land Rover ropes in World heavyweight boxing champion Anthony Joshua to do skids in the snow for its birthday.

It seems that Land Rover has a thing for celebrating significant anniversarys by doing odd things in the snow - a few years back it celebrated the 70th anniversary of the Defender by drawing a massive one in the snow at the Alps, which was pretty cool.

But now it is celebrating the Range Rover's 50th birthday by doing something even more fun to do in the snow - big sweet drifts. Oh, and there is some 'art' involved there too.

Created at Land Rover's cold weather testing facility in Arjeplog, close to the Arctic circle in Sweden, the 260 metre-wide artwork filled the centre of the skid pad at the test track where all Land Rover models are put through their paces during development.

50 years of Range Rover celebrated in snow form.

Land Rover says the Arjeplog facility uses a frozen lake to provide 'perfect conditions for engineers to test and assess the latest models.'

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Renowned snow artist Simon Beck (yes, there is such a thing, and he is amazing!) created the 53,092 sq m anniversary logo by walking more than 45,000 steps across the powdery surface inside the skid pad.

Arjeplog is also home to the Jaguar Land Rover Ice Academy, where customers 'experience the thrill of dynamic ice driving, under careful instruction from world-class driving experts.'

So Land Rover called on World heavyweight boxing champion Anthony Joshua to finish off the artwork by 'learning the art of winter driving under the expert supervision of Academy instructors.'

In other words he did those big sweet drifts around the outside of the logo, all caught on video.

The Range Rover family will hit 50 years in June, on the anniversary of the introduction of the two-door Range Rover in 1970. Since then, the Range Rover Sport, Range Rover Evoque and Range Rover Velar have all been added to the family.

According to Land Rover, the original Range Rover was the four-wheel drive SUV that introduced anti-lock brakes, electronic traction control and automatic electronic air Suspension while the 2012 Range Rover pioneered aluminium body architecture in large SUVs.

'Over five decades the Range Rover has evolved into the most desirable luxury SUV in the world,' said Gerry McGovern, Land Rover's chief creative officer.

'Its peerless combination of sophisticated design, refinement and capability has struck an emotional chord with customers all over the globe.'