The consumers who are able to purchase the Land Rover cars are middle age successful men mostly, they are usually tied up with daily work and business and career, pay little attention to watch advertising commercials.

As the piece unfurls you realise that the go-anywhere-conquer-all sentiment remains. It’s still highly conceptual – but it is also imbued with a cultural richness that helps it tell a new kind of tale. It’s ornate and strikingly detailed – all 2.8 meters of it! Just like any beautifully crafted Land Rover.

As a result, more than 500 Discovery 4 owners in China are now embracing that special Land Rover ‘spirit of adventure’ at the same time reinforcing the brand’s on-road and off-road prowess in consumers’ minds.