Land Rover celebrates 50th anniversary with unique snow art

Land Rover has begun a year of celebration marking Range Rover's golden jubilee 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 260m wide artwork fills 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 53,092sqm 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.

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 will mark 50 years of pioneering innovation and peerless refinement in June 2020, 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 lineup of the world's most desirable and advanced SUVs.

The original Range Rover was the four-wheel drive SUV that introduced anti-lock brakes, electronic traction control and Automatic Electronic Air Suspension, while the 2012 Range Rover pioneered aluminium body architecture in large SUVs. In 2015, the Range Rover was the first vehicle to be fitted with Land Rover's innovative All-Terrain Progress Control, now available across the Land Rover lineup.