Land Rover has named British outdoor adventure star Bear Grylls as its global brand ambassador. Best known in the U.S. for his cable TV show “Man vs. Wild,” Grylls will be the face of the brand as it gears up for one of the largest product launches in its history, including the new Discovery family, which will kick off with the debut of the new Discovery Sport on September 3. The Discovery Sport is the first of at least three Discovery models to come and will be the effective replacement for the current Freelander/LR2.

“I’ve used Land Rover vehicles throughout my life, during my military career, on countless expeditions and then while filming, from deserts to jungles to the highest mountains,” said Grylls. “They always deliver a rugged reliability that you can always count on when the chips are down in hostile environments.”

Grylls’ huge social media following likely had some bearing on his selection, with more than 1.16-million Twitter followers and 4.8-million likes on his Facebook page. As part of his brand ambassador role, Grylls will mentor Land Rover’s Next Generation Explorer Alex Woodford, who won the Discovery Adventure Challenge by winning four winter challenges including a downhill slalom race, sled pull, and kayak race across Lake Geneva.

Source: Land Rover