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Bear Grylls becomes Land Rover ambassador

Land Rover has announced British adventurer Bear Grylls as a long-term global ambassador for the brand, with his first collaboration being the September 3 launch of the Discovery Sport.

Bear Grylls, who has climbed Mount Everest and led expeditions from Antarctica to the Arctic, will support Land Rover activity at global level and “will play an integral part in the global launch of the New Discovery Sport," which will see its online reveal on September 3 ahead of its public debut at the Paris Auto Show.

“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," said Bear Grylls.

“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," he added.

As part of his ambassador role, Bear will also mentor Land Rover's Next Generation Explorer, 22-year-old Alex Woodford, during a high-adrenalin adventure later this year.

One of Grylls' first projects with Land Rover is a short video in which he talks about the ultimate adventure – in fact, a teaser for the upcoming Discovery Sport.