Bear Grylls is Land Rover's Global Brand Ambassador

Bear Grylls, the British adventurer, has been announced as a long-term global ambassador for Land Rover. The British luxury SUV maker believes that Grylls embodies Land Rover's 'Above and Beyond' spirit. It also added that Grylls will support the company's activity at a gloabl level and will play a crucial role in the global launch of the New Discovery Sport, which is scheduled to take place on September 3, 2014.

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."

Being the company's ambassador, Grylls will also mentor Land Rover's next-generation Explorer, 22-year-old Alex Woodford, during a high-adrenaline adventure later this year. Alex won the snow-laden Discovery Adventure Challenge in February, 2014, where she competed against four other explorers in a series of testing challenges including a 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.

Mark Cameron, Brand Experience Director, 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."

As one of his projects with Land Rover, Bear features in a short video that talks about the ultimate adventure. Watch the video here: