This Is How JLR Celebrates 50 Years Of Range Rovers, In Style!
Land Rover has kicked off its 50th anniversary celebrations for the brand’s original luxury SUV, the Range Rover, by putting together a snow art installation at its Arjeplog cold weather test facility in Sweden, and getting heavyweight boxing champion Anthony Joshua to attend.
Multiple Range Rover models were unleashed on the frozen Swedish lake, which is also home to the JLR Ice Academy.
The big highlight of course was the unique ’50 Years of Range Rover’ graphic created by snow artist Simon Beck, inside the facility’s 260 m (284 yards) diameter steering pad.
“Over five decades the Range Rover has evolved into the most desirable luxury SUV in the world. Its peerless combination of sophisticated design, refinement and capability has struck an emotional chord with customers all over the globe,” stated LR chief creative officer, Prof. Gerry McGovern OBE.
Land Rover provided Joshua with four Range Rover models to sample at Arjeplog: Range Rover SVAutobiography, Range Rover SVAutobiography Dynamic, Range Rover Sport SVR, Range Rover Velar SVA Dynamic.
The first model is similar to the bespoke car given to Joshua by Land Rover earlier this month, featuring multiple personalized details inside and out.
“I’m really looking forward to June because the Range Rover family will be celebrating the 50th anniversary of one of Britain’s finest exports and I’ll be defending my world title belts. I’ll be travelling to my fight with Kubrat Pulev in London on 20 June in my new personalised Range Rover SVAutobiography and I can’t think of a better way to arrive. Nothing can match its combination of comfort and capability – I guess that’s what you get after five decades of experience,” said the boxer.
Now for a quick history lesson. The original Range Rover was a four-wheel drive luxury SUV that pioneered features such as anti-lock brakes, electronic traction control and automatic electronic air suspension, while the 2012 Range Rover was the first large SUV to introduce an aluminum body architecture.
In 2015, the Range Rover also became the first vehicle to boast the company’s innovative All-Terrain Progress Control system, now available across the range.