New Land Rover Discovery Launched in Record-Breaking Form
Land Rover enlisted the help of adventurer Bear Grylls, Olympic sailing gold medallist Sir Ben Ainslie, equestrian and royal family member Zara Phillips, plus over 5 million Lego bricks.
The new Land Rover Discovery. (Photo Courtesy: Jaguar Land Rover)
Land Rover knows how to build up to a new model reveal. While other companies are content with video teasers or social media campaigns, the British SUV brand can always be counted on to go above and beyond.
So to introduce the all new fifth-generation Land Rover Discovery to the world, the company enlisted the help of adventurer Bear Grylls, Olympic sailing gold medallist Sir Ben Ainslie, equestrian and royal family member Zara Phillips, plus over 5 million Lego bricks.
The bricks, a record 5,805,846 to be precise, were needed to build a 13-meter-high replica of London's iconic Bridge, in and around which the new Discovery made its entrance.
Breaking a Guinness Record for the largest Lego structure ever built seems fitting for a car as important as the new Discovery. At one time it had the market to itself, but 27 years on, there are crossovers and spacious SUVs as far as the eye can see. And while the publicity stunt is sure to grab people's attention momentarily, the car itself should have a more lasting impact. It offers space for seven adults, and at the swipe of a smartphone app, those seats automatically rearrange themselves so that shopping can be easily stowed instead.
But that's just the tip of the cutting-edge tech iceberg. The car's ride height automatically drops when it senses people are trying to get in or out, it can step in to help parking and turning when towing a trailer, and if you're the adventurous outdoors type, you can even lock your keys in the car to keep them safe. Just use the waterproof activity wristband instead.
However, it's off the road where the new Discovery should leave all competitors standing. It has a remarkable 900 mm wading depth and the all-terrain management systems are so advanced and sensitive that the driver need just take care of the steering and the car will be able to handle everything else.
"New Discovery redefines the large SUV. Land Rover's design and engineering teams have revolutionized the Discovery DNA to create a highly desirable, extremely versatile and hugely capable premium SUV," said Gerry Mc Govern, Land Rover's Chief Design Officer "We truly believe the result is a radical departure in design that will introduce the Discovery Family to a new, wider customer base."