Land Rover offers unexplored driving experiences

Bob Grace (fourth from left), regional president of Jaguar Land Rover Greater China, Anthea Wang (fourth from right), executive vice-president of Land Rover China, and Lily Song (second from left), vice-president for Land Rover marketing in China, handed over fleet flags to media representatives at the campaign's kick-off ceremony. CHINA DAILY

British brand's SUVs tackle 70-day China discovery tour

In the spirit of Ben Saunders, pioneering British polar explorer and also Land Rover's global brand ambassador, Bob Grace, regional president of Jaguar Land Rover Greater China, encourages people to experience something different from concrete jungles "where we live in seven days a week".

Grace initiated the Never Stop Discovering campaign in China two years ago to give customers and the media the chance to experience the capabilities of Land Rover vehicles.

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"We call it a chance to drive in urban environments, but also a chance to escape from urban environments and go and see some fantastic scenery, to go and experience some of the fantastic culture, across this great country of China," said Grace.

"It's out there, sharing the spirit with other customers, with other media and getting the passion to go above and beyond, really understanding the full breadth and capability of these fantastic Land Rover vehicles," he said.

The campaign titled Never Stop Discovering, Unexplored Experiences, which is in its third year, kicked off in Shanghai on May 12.

The discovery tour will showcase the brand's products and all-terrain capabilities through both on-road and off-road drives.

The campaign aims to enhance the image of Land Rover SUVs and strengthen the brand's position.

"Since 1948 we have been the only brand in the world to only produce SUVs, which Chinese consumers are really falling in love with," said Grace.

This year's campaign is also part of Jaguar Land Rover China's celebrations for the 25th anniversary of Discovery model line, which was created for exploration and adventure.

For the third year running, the discovery tour will feature the full range of Land Rover nameplates with a focus on the fourth generation Discovery, bringing the British brand's SUV family closer to Chinese customers.