One of the world’s most recognised faces of survival and adventure, Bear embodies Land Rover’s ‘Above and Beyond’ spirit, having climbed Mount Everest and led ground-breaking expeditions from Antarctica to the Arctic.
He will support Land Rover’s activity at a global level and will play an integral part in the global launch of the new Discovery Sport, which will be revealed to the world on September 3 via www.landrover.co.uk.
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.'
Bear joins a roll call of Land Rover adventure ambassadors that have included explorers such as Sir Ranulph Fiennes and Ben Saunders.
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 one of his first projects with Land Rover, Bear appears in a short video that alludes to the ultimate adventure. The teaser film leads up the reveal of the New Discovery Sport on 3rd September. Watch it below.