UK adventurer and TV personality Bear Grylls has become a global ambassador for Land Rover and will be integral to its launch of the new Discovery Sport, the brand says.

IN A VIDEO for Land Rover, Grylls alludes to the ‘ultimate adventure’ which is a lead-up to the launch of the all-new Discovery Sport (launching on September 3).

Easily one of the most recognised faces in adventure, Land Rover in announcing Grylls, said he embodies its ‘Above and Beyond’ spirit, having climbed Mount Everest and led ground-breaking expeditions from Antarctica to the Arctic. Grylls joins a roll call of Land Rover adventure ambassadors that have included explorers such as Sir Ranulph Fiennes and Ben Saunders.

On his appointment, Bear Grylls said: “I’ve used Land Rover vehicles throughout my life, during my military career, on countless expeditions and then while filming, from deserts and jungles to the highest mountains. They always deliver a rugged reliability that you can always count on when the chips are down in hostile environments.

“Land Rover is all about adventure, and adventure has always been in my DNA. For the toughest challenges, a Land Rover is always my vehicle of choice, which is why I’m so proud to be associated with the brand.”

Mark Cameron, Brand Experience Director at Land Rover, explains: “There are not many people out there that live and breathe the Above and Beyond spirit more than Bear Grylls. He regularly tackles the biggest adventures on this planet, which is why he’s such a good fit with Land Rover. We look forward to working with him and taking our customers on the adventure of a lifetime with Bear.”