Shortly before the coronavirus pandemic acquired gigantic proportions, Land Rover kicked off the Range Rover golden jubilee celebration in the third week of March by creating a giant piece of sub-zero art at its cold weather test facility in Arjeplog, close to the Arctic Circle in Sweden.
The 260 m-wide artwork filled the centre of the steering pad at the test track where all future Land Rover models are put through their paces during development.
Land Rover’s Arjeplog facility uses a frozen lake to provide the perfect conditions for engineers to test and assess the latest models. Renowned snow artist Simon Beck created the 53 092 sq m anniversary logo by walking more than 45 000 steps across the powdery surface inside the steering pad, accompanied by a quartet of the latest Range Rover SV models.
Since 2014 the expert engineers, craftsmen and women at Special Vehicle Operations have been responsible for designing and producing the fastest, most luxurious and most exclusive Range Rover models in the luxury SUV’s 50-year history.
Arjeplog is also home to the Jaguar Land Rover Ice Academy, where customers experience the thrill of dynamic ice driving, under careful instruction from world-class driving experts.
The luxurious Range Rover family marks 50 years of pioneering innovation and peerless refinement in June, on the anniversary of the introduction of the two-door Range Rover in 1970. Since then, the Range Rover Sport, Range Rover Evoque and Range Rover Velar have expanded the family into a four-strong line-up of the world’s most desirable and advanced SUVs.