Land Rover reveals its prestigious, all-new, sports-utility vehicle and celebrates a thrilling new world record.
Land Rover celebrities celebrate launch
The New Land Rover Discovery teamed-up with the world's largest LEGO structure and a host of celebrities to emphasise its strengths. The Discovery – a sports-utility model entering its 5th generation – has “an unstoppable spirit of adventure” plus “unrivalled capability and technology”, its manufacturer suggested.
Tower Bridge in London provided a setting in LEGO form. This Guinness World Record breaking structure incorporated 5,805,846 bricks which broke the previous record by 470,646. Had the pieces of this 13-metre tall structure been laid end-to-end, the line would have stretched from London to Paris. That is about 200 miles.
Climbing, towing, wading and passenger capacity
Land Rover produced a short film to record its reveal. Opening shots showed the construction of the set and vehicles from the past prowling through it. This emphasised the brand's history and pedigree. A New Discovery then climbed a partly raised bascule while a nearly identical vehicle simultaneously conquered the second.
The New Land Rover Discovery has impressive towing and wading capabilities, too. Land Rover BAR Team Principal, Sir Ben Ainslie, therefore towed a LEGO model of the boat that will compete for the 2017 America's Cup - under the bridge - through 900mm of water. He was joined by 6 team mates which proved there is room for 7 people.
Tower Bridge was flanked by LEGO Discovery Zones. The Equestrian Zone was hosted by horse-rider Zara Phillips, MBE, who – along with her animal – leapt over a hedge between 2 vehicles. Her Zone showcased the “typical British picnic scene”, the company revealed.
The Adventure Zone was hosted by Bear Grylls who is a television adventurer, and ex-military. It included a fire and boulders to represent a scene from a “typical mountain exploration”. Grylls arrived by helicopter and abseiled through the bridge onto the set.
Mr Grylls later explained his love of the brand. He revealed: “I have developed a powerful bond with Land Rover vehicles over the years. To me, they embody that spirit of adventure coupled with a rugged reliability that also serves the needs of the young family.”
He continued: “The Land Rover Discovery is invaluable on expeditions whether filming in deserts, jungles or mountains, yet it’s still the perfect vehicle for the family's everyday use.”
LEGO thrilled by new world record
Emma Owen, LEGO UK and Ireland Spokeswoman, added: “We are thrilled that Jaguar Land Rover has used LEGO bricks to add some Guinness World Record-breaking creativity to the launch of the latest Discovery. This is an epic, outstanding, build that absolutely captures the imagination in a way we haven't seen before.”