Written by Jonny Williamson
Land Rover is sending the actual vehicle on an epic journey from the Jaguar Land Rover factory in Solihull, Birmingham, to one of the firm’s fastest growing markets, Beijing, China. Estimated to take 50 days, the 8,000 mile adventure will cross 13 European and Central Asian countries, hoping to reach Beijing in time for the Motor Show which starts on 23 April.
In partnership with their Global Humanitarian Partner, the International Federation of the Red Cross, Land Rover hopes to raise £1 million in their biggest fundraising project to date. The Red Cross use the rugged 4x4 all over the world in pursuit and support of its charity work.
The landmark figure comes 23 years after Land Rover introduced the first Discovery, which has gone on to win more than 200 industry awards and last year reached sales of 45,000 units across 170 countries.
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The launch celebrations were attended by hundreds of staff as well as distinguished explorers like Ray Mears, Sir Ranulph Fiennes, Bear Grylls and Monty Halls, all of which have used a Land Rover Discovery in previous expeditions.
With a non-so subtle wink to the company’s history, the route is the same as ‘The First Overland Expedition’ of 1955, taken by a Series 1 Land Rover.
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