4 years ago

April 2018

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Look back at the birth of the original Land Rover | How Land Rover has driven adventure and scientific exploration | GQ Editor Dylan Jones discusses inspiration with Chief Design Officer Gerry McGovern | Exploring the potential impact of electrification and connected vehicles | Tackling the 999 steep steps up to Heaven’s Gate in China


ESSAY WE ARE WHAT WE CELEBRATE We all celebrate – but why and how? As Land Rover celebrates 70 years of groundbreaking achievements, we look at how our celebrations speak volumes about our lives, communities, religions and even nations WORDS A M I T A I E T Z I O N I ILLUSTRATION A D R I A N & G I D I Flick through the calendar and it seems like every day that passes marks a different holiday or celebration. From the private – loved ones’ birthdays or wedding anniversaries, the year since we put down the cigarettes – to the public, the different occasions and ways we celebrate speak volumes about our personal lives, our communities, our religious beliefs and even our nation. In the United States, the sky is lit up with fireworks on the 4th of July to celebrate independence; in India, the Hindu faith marks the beginning of spring by dancing, singing, eating and smearing each other with colour; Germans celebrate Prince Ludwig’s wedding (and beer) at the annual Oktoberfest; and many countries even celebrate Halloween by dressing up. Sociologists view holidays as occasions when people rededicate themselves to the values they hold dear, whether that’s helping a charity at Christmas or saying (again) you’ll hit the gym more often in the New Year. To celebrate the life of Buddha, the Vesak festival involves candle ceremonies, temple rituals, gifts to charity and a general sense of austerity – all to remind Buddhists to live a life of both nobility and moderation, as the Dharma instructs. As our world has become increasingly connected and globalised, the list of holidays we all seem to celebrate has increased. Migration and open borders mean that the lines between communities, religion and tradition increasingly overlap and today, someone living in the Middle East or in England are equally likely to celebrate Eid or Christmas – or indeed both. Each movement adds to the checklist of holidays we all celebrate. In the United States, a Mexican holiday, Cinco de Mayo, has been embraced wholeheartedly by the populace as another day to celebrate. The ways each society deals with holiday diversity tells us a great deal about how they approach the treatment of immigrants and minorities. It is just one of the ways that national celebrations of all stripes compel us, for better or worse, to see who we are. Ultimately, there is more that unites us than divides us. Whether we’re spending a holiday at a place of worship or an afternoon in a shopping mall, there is one thing that unites them all: a sense of community. Finally, celebrations are used to mark important achievements. Birthdays remind us of the passing of time, and allow us to ponder how far we’ve travelled. These are the occasions where we look both back and forward, casting our eyes over what we have learned, while still looking over the horizon to an exciting future. Whatever, whenever and wherever we celebrate allows us to come together with like-minded people to share the moment. And – if we’re really lucky – there may even be some cake involved. AMITAI ETZIONI is a University Professor at the George Washington University. We Are What We Celebrate (Amitai Etzioni and Jared Bloom, eds.), published by New York University Press 94

CASTROL EDGE PROFESSIONAL JOINT ADVENTURE CO-ENGINEERED WITH LAND ROVER 16 years ago, two major players in automotive set out on an adventure – to develop a range of engine oils, that live up to Land Rover’s legendary off-road capabilities. Boosted with TITANIUM FST, Castrol EDGE Professional is designed to optimise fuel efficiency, response time and protect your engine even under the most challenging conditions. Our partnership with Castrol has never been stronger. So the joint adventure continues … Castrol EDGE Professional is available from your local Land Rover Retailer


Land Rover Magazine


Land Rover Magazine showcases stories from around the world that celebrate inner strength and the drive to go Above and Beyond.

In this issue, New Defender is put through its paces by two inspirational young adventurers as they prepare for an expedition to the South Pole. We also celebrate 50 years of Range Rover by taking a journey of discovery to Dubai. As well as looking back, we look to future as a group of visionaries explain the technologies that could change the future for all of us.

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