Land Rover snares Bear Grylls

Adventurer Bear Grylls joins Land Rover as a brand ambassador.

Land Rover has signed up intrepid Bear Grylls to become a face of Land Rover around the world, including the launch of the new Discovery Sport on September 3.

“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,” said Bear.

“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.”

Bear’s TV show Man Vs Wild and Born Survivor became one of the most watched programmes on the planet with an estimated audience of 1.2 billion.

He also hosts the hit adventure show ‘Running Wild’ on NBC in America, as well as ‘The Island with Bear Grylls’ for Channel 4 in the UK.

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

In February, Alex triumphed in the snow-laden Discovery Adventure Challenge where she competed against four other young explorers in a series of testing challenges including a technically demanding slalom drive on the slopes, a test of strength and technique with a 180kg sled pull, and a fast and furious kayak race across Lake Geneva.