Land Rover 2014 model year Discovery 4. CHINA DAILY

According to Grace, this year's campaign will cover one national route Unexplored Experiences and four regional routes in the southwest, east, northeast, and northwest of China, titled Unexplored Rain-forest, Unexplored Water, Unexplored Mountains, and Unexplored Desert, respectively.

The first national route fleet will set off on May 22 from Nanning, Guangxi Zhuang autonomous region, and will pass through Leye, Guangnan, Bamei, Mengzi, Yuanyang and Pu'er before arriving in Jinghong, Yunnan province.

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The whole journey will last more than 70 days, bringing the experiences to more than 20 Chinese cities and towns.

"Land Rover has an in-depth understanding of Chinese SUV consumers. They are adventure seekers, with passion and desire to go Above and Beyond," said Grace.

"We will invite as many Land Rover owners as possible to drive their own vehicles to the campaign jamboree to celebrate together and to make the memorable adventure history."

Grace said he would also join the fleet at the jamboree.

"It's not a task. I've been lucky enough during the past 30 years to do programs of this type in many locations across the world.

"So getting out there, fully understanding, and really living the breadth of capabilities of our vehicles is a great part of my job. So I'm very pleased to be going to Inner Mongolia for the jamboree and maybe I'll make an appearance somewhere else during the journey as well," he said.

Jaguar Land Rover China will also send award-winning customers on an overseas expedition.

"Land Rover strives to meet the needs of our valued customers and to provide them with a rich brand experience that only Land Rover can bring," said Grace.

2014 is set to be an exciting year for Jaguar Land Rover.

Adhering to its "customer first" philosophy, the iconic brands are focused on providing Chinese customers with what they want. The British SUV provider has three Land Rover experience centers in Beijing, Guangzhou and Huzhou, Zhejiang province. It plans to open the fourth in Chengdu before the end of the year.