Land Rover Range Rover Sport at a desert off-road driving program. [Photo/China Daily]

Powerful lineup

During the experience participants drove on crowded urban roads, express highways, twisting mountain roads and unbeaten tracks in remote regions like the Alashan Desert. In doing so they gained a better understanding of vehicle control and obstacle handling.

Mercedes targeted in antitrust investigation

Chrysler, Audi under investigation: report

"China's rapid urbanization is creating an increasing number of new elites who have a discerning taste for SUVs which can push the boundaries of traveling and lead them to unexplored territory," said Grace. "Our esteemed Land Rover stands out perfectly to meet the trend."

"Behind the wheels of a Land Rover, you can just go anywhere with nothing holding you back," the Briton said with pride.

Since it rolled out its first model in 1948, Land Rover has been dedicated to making industry-defining and market-leading SUVs. Its off-road reputation has been earned through decades of application, dedication and development. All models are ingeniously designed with brilliant simplicity for extraordinary ability and unrivalled versatility and durability.

In China, the British brand has introduced a powerful range of Land Rover models, the full range of which was showcased in the "Unexplored Experiences" campaign.

The Discovery Family completes the Land Rover product portfolio along with the Range Rover Family and the Defender Family and is the next strategic focus for the brand in China. The upcoming Discovery Sport, a premium mid-size SUV, will pay tribute to the legendary Discovery for its 25th anniversary.

As the most versatile and capable SUV in its segment, the model will be the first all-new member of the Discovery Family and will go on sale next year. The car takes styling cues from the Discovery Vision Concept, which won praise from pundits when it was unveiled in Beijing earlier this year.

"Customers are seeking fantastic driving journeys that rely on trustworthy vehicles," Grace noted. "That's why we keep rolling better, stronger and more advanced products of the assembly line."

Customer first philosophy

"A brand is a promise to customers," said Grace. "We cherish customers' trust in us and we act to deliver our promises."

While campaign themes and tour destinations vary from year to year, there is a long-standing customer first philosophy that drives all of Jaguar Land Rover's marketing in China.

Campaigns like "Unexplored Experiences" are designed to resonate a deep chord in the hearts and minds of China's rising new elites.

The campaigns offer intrepid travellers who are looking for something truly unique, a rare opportunity to embark on an exclusive travel adventure: steering through some of China's most iconic destinations from within Land Rover's state-of-the-art off-road vehicles.

For potential customers who missed the chance to join in the journeys this time, Land Rover is offering another driving experience to gain a deeper understanding of the brand in its three Land Rover Experience Centers in Beijing, Huzhou in Zhejiang province and Guangzhou.

China commitment

China is already the biggest market for Jaguar Land Rover. Standing out with exclusivity and understated luxury, Jaguar Land Rover is now the fourth largest premium automaker in China, having climbed the ladder rapidly with strong momentum.

"We pledge to stay in China for the long haul," said Grace. "That's why we keep our devotion to the market with tailor-made campaigns, reliable products, growing experience centers and network."