If you were to choose a benchmark brand experience event in the automotive industry, Jaguar Land Rover's "Discover Endlessly" would definitely be on the list.
From July 16th to August 1st, on the occasion of the 35th anniversary of the Discovery brand, the ninth season of "Discovery Without End" chose to continue its legendary journey in Altay, Xinjiang.
Within half a month, Discovery owners and other guests from all over the world rushed to the popular oasis at the edge of the sky this summer, and together with the new Discovery and the new Discovery Sport models, they made those longed-for roads become their own.
"This year marks the 35th anniversary of the Discovery brand. We will hold a series of grand celebrations around the world to commemorate this important milestone. There is no doubt that the Discovery Endless Season 9 held in China will also be one of the most representative events." said Mark Cameron, Global Brand Head of Guardian | Discovery.
It is reported that in its more than 70 years of development, Land Rover has always adhered to the never-ending spirit of exploration rooted in its blood, calmly facing different driving environments with all-terrain technology, and embarked on countless expeditions to explore the world.
The "Endless Discovery" exploration journey that began in 2012 is the continuation of Land Rover's global expedition in China. It is the best carrier and perfect interpretation of the spirit of exploration in China.
From the first season of "Discovery Without End" with the theme of "China's Most Beautiful 24 Hours", to the subsequent "China's Most Beautiful Frontline" and "Discover China's 24 Solar Terms", the "Discovery Without End" fleet has led and accompanied more than 30,000 car owners, driving across nearly a quarter of China's territory, with a total mileage of more than 50,000 kilometers.
In 2024, "Discovery Without End" will once again expedition to the north of the Tianshan Mountains. After three consecutive days of long-distance driving with a total mileage of nearly 1,500 kilometers in multiple terrains, we will see the fascinating northern Xinjiang scenery such as Altay, Jimunai, and Hemu.
The entire route passes through various landforms such as mountains, grasslands, valleys, deserts, and Yadan. On the last day, the vehicle was driven for nearly 6 hours to complete an extreme crossing of 280 kilometers on primitive roads, allowing us to personally experience the explorer nature of the Discovery brand.
"'Endless Discovery' is the earliest and longest-running event experience platform launched by Jaguar Land Rover and even the entire automotive industry. It has become a coveted IP," said Wu Chen, President of Jaguar Land Rover China and Chery Jaguar Land Rover Joint Marketing Sales and Service Organization. "We use every inch of our tracks to measure the magnificent Chinese land. This honor belongs to every Discovery owner."
In fact, as a luxury large all-terrain SUV suitable for large families, the new Discovery is fully capable of turning those bumpy roads into a shining life through its powerful versatility, comfortable travel experience and all-terrain capabilities.
Not only is its all-terrain capability praised by everyone, but its space design is also a new charm that is discovered.
It adopts a theater-style three-row seat layout, with the rear seats slightly higher than the front seats, so that each row of passengers can have an unobstructed wide view, and all three rows of seats support electric adjustment. Through the intelligent seat folding technology, the cabin space can be quickly adjusted from two to seven seats, improving the convenience of entry and exit and space utilization. When the rear two rows of seats are folded down, the 2,391-liter space in the car can easily accommodate the luggage of the whole family, and there is still 258 liters of trunk space when fully occupied; the electric inner tailgate is convenient for luggage retrieval and placement, and can also be used as a temporary resting platform for picnics or sightseeing.
The new Discovery also has rich configurations, with four-zone automatic air-conditioning to meet the needs of different positions, and the in-car air purification system Pro can effectively reduce cabin odor, bacteria and allergens, protecting you from harmful substances; there are also wireless charging for mobile phones, USB and 12V power interfaces.
The new Discovery is available in two power versions. The entry-level model is equipped with a 2.0-liter 4-cylinder 300-horsepower Ingenium turbocharged gasoline engine, which can output a peak torque of 400 Nm; the model equipped with a 3.0-liter I6 360-horsepower Ingenium twin-turbocharged gasoline engine can burst out a maximum torque of 500 Nm, and cooperate with a 48-volt mild hybrid system to achieve strong acceleration performance and efficient power output.
The vehicle is equipped with the Terrain Response® second-generation intelligent all-terrain feedback adaptive system, which provides multiple driving modes such as wading/rocks/mud/snow, and cooperates with the full-time four-wheel drive system (AWD) to automatically balance the torque ratio of the front and rear wheels, providing ideal traction, and always being stable whether driving on the road or off-road. The vehicle is equipped with an electronic air suspension system that can automatically adjust the suspension height according to the terrain, and cooperates with the vehicle's 900 mm wading depth, wading sensing system and other technologies, so it is no problem to cross complex terrains such as streams and valleys.
The new Discovery Sport 35th Anniversary Edition was also officially launched during the event. It is based on the top-of-the-line Discovery Special Edition and offers a graphite grey Atlas exterior kit and 20-inch 5-spoke dark grey effect aluminum alloy wheels, plus a 35th anniversary edition badge, British-inspired green body color, and additional roof racks, crossbars and luggage boxes, which enhance the appearance recognition while further upgrading the luxury configuration. This special edition is limited to only 35 units nationwide, with an official suggested retail price of 399,900 yuan.
New Discovery Sport 35th Anniversary Edition
In terms of appearance, the new Discovery Sport inherits the highly recognizable Discovery brand design genes, and brings a grand visual tension with its modern temperament that keeps pace with the times. The exquisite and functional front grille and tiger claw design on both sides of the front bumper, the high-gloss black body side surrounds, bright silver or body-colored 3D trims and other China-exclusive designs bring a grand and exquisite visual enjoyment. In addition, inspired by the unique luster presented by the natural lakes in the northern Alps in the sun, the Discovery Special Edition has added a new Varese blue body color.
The interior space also follows the "vertical design" theme of the Discovery brand, adopts a minimalist aesthetic design concept, and eliminates the central control design of physical buttons, further enhancing the luxurious texture of the cabin; with the leading 11.4-inch floating curved screen in the same class, it uses precision craftsmanship to create a more ergonomic visual position, while creating a beautiful floating visual effect. In addition, the amber brown interior is matched with charcoal black wax wood decorative panels, three-zone air conditioning with bright ring decoration on the rear air outlet, and a total of 5 Type-C 45W fast charging ports in the front and rear rows of the vehicle, and other China-exclusive designs further enhance the luxurious texture and travel convenience.
The approach angle, departure angle and longitudinal breakover angle (unladen) of the new Discovery Sport are 23°, 28° and 21° respectively, with a maximum ground clearance of 212 mm and a maximum wading depth of 600 mm. The entire series is equipped with the second-generation Terrain Response® intelligent all-terrain feedback adaptation system as standard, providing a variety of off-road and driving modes. The ATPC all-terrain progress control system can maintain a consistent driving level on challenging terrains. The four-wheel drive system can automatically switch between two-wheel drive and four-wheel drive on demand. The two-wheel drive mode can effectively improve fuel economy when driving on urban roads. When encountering slippery, waterlogged and other road surfaces, the system will automatically switch to four-wheel drive mode within 300 milliseconds.
For 35 years, the Discovery brand, born for exploration, has continuously deepened its inherent explorer nature. In the future, the Discovery brand will continue to interpret "new modern luxury", bring more multifunctional and innovative car experience that keeps pace with the times, and help explorers discover the beauty of the world that has never been discovered.
