Land Rover landmark

at new heights

Land Rover Alpine snow art, 2018, La Plagne
Land Rover Alpine snow art, 2018, detail
Land Rover Alpine snow art, 2018, 1

WHEN the original Land Rover was conceived its shape was famously sketched out in the sand at Red Wharf Bay in Anglesey by its creators Maurice and Spencer Wilks.

Now, 70 years on from its debut at the Amsterdam Motor Show in 1948, a 250-metre wide outline of the iconic Defender has been drawn in the snow 9,000 feet up in the French Alps.

The one-off snow art was created by artist Simon Beck to announce World Land Rover Day on April 30, exactly 70 years since the original Land Rover was first shown.

Beck, who specialises in creating geometric outlines on foot, braved sub-zero temperatures to start the celebrations by creating the Defender outline above the ski resort of La Plagne.

Driving a Defender to get close to the summit to produce the high-altitude artwork, Beck then walked 20,894 steps and more than 10 miles through the French Alps.

He said: "Making my snow art requires endurance, accuracy and strength - all attributes shared with the Defender. Its iconic shape is so simple and recognised across the world; this must be the most recognisable piece of art I've ever made."

Jaguar Land Rover chief executive, Prof Dr Ralf Speth, said: "Land Rover is an iconic brand around the world and the outline of the Defender is instantly recognisable. To reach the landmark of 70 years is truly special and we will mark it with a year of celebrations that represents Land Rover's ‘Above and Beyond' spirit and honours the people behind the world's favourite SUVs."

Land Rover is inviting fans to join the celebrations in a World Land Rover Day online broadcast. It stars the people who helped create the world's most-loved 4x4s and Land Rover's pioneering technologies, from its Series Land Rover and Defender origins, to the introduction of the Range Rover in 1970 and Discovery in 1989.


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