WHAT WILL THEY THINK OF NEXT?

4WDrive - - Around The Industry -

Add one more thing to the list of mar­ket­ing ploys that make no sense. In a bid to raise the pro­file of the Range Rover in new ways, Land Rover sent it to climb some stairs. Yes, that in­cred­i­ble feat we achieve when we’re three years old. 999 fa­mous stairs with a panoramic back­drop, in­clud­ing 99 turns to be sure, but what does it re­ally prove? Phil Jones, Land Rover Ex­pe­ri­ence ex­pert, said, "This was the hard­est Range Rover Sport chal­lenge I’ve ever been in­volved with be­cause, un­til we reached the top, we couldn’t cat­e­gor­i­cally say we would suc­ceed. By mak­ing it to the sum­mit, we’ve proven the phe­nom­e­nal ca­pa­bil­ity of the Range Rover Sport like never be­fore – with a gen­uine world first.” So with a highly trained driver and spe­cial tires your SUV can climb stairs, hmm.

Pre­vi­ous stunts were more ap­pli­ca­ble to real world use, like the Pikes Peak record in 2013, when the 2014 Range Rover Sport set the record for the quick­est hill climb by a pro­duc­tion ve­hi­cle, run­ning the 20 km (12.42mi) course in roughly 12.5 min­utes, putting all 510 hp of the 5.0L su­per­charged V8 to good use. Even the record cross­ing of the ‘Empty Quar­ter’ desert in the Ara­bian Penin­sula in up to 50°C (122°F) heat and the 2170 m (7,119ft) de­scent of the leg­endary In­ferno down­hill course in Mür­ren, Switzer­land lent cred­i­bil­ity to the dura­bil­ity and Ter­rain Re­sponse tech­nol­ogy engi­neered into the Range Rover.

While the stair climb didn’t im­press me, I do ask my­self, “What will they think of next?”

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