Land Rover owners blaze through Jordanian Desert

Published June 27th, 2000 - 02:00 GMT

By Shady Janzeir 


The annual Land Rover Adventures Tour is expected to conclude Tuesday, after a group of more than 20 Land Rover owners from the UK and Australia toured Jordan in 10 cars for four days. 

The convoy crossed Jordan from north to south, passing through key historical sites, which included a number of ancient desert palaces, and ended in Wadi Rum after they crossed the eastern Jordanian desert in the south of the Kingdom. 

Land Rover, the world-renowned British sports utility vehicle maker, holds such tours annually, which typically take them to Central Australia, Africa, Southern Arizona and Jordan. 

These adventure tours echo in a remote sense the ill-fated Camel Trophy, which was held annually as a joint global activity between Land Rover and R.J. Reynolds, a US tobacco maker. Land Rover broke up with Reynolds two years ago and the annual trophy came to an end. 

William Baker, the leader of the group, told that Land Rover's Adventure program has been held for seven years now. "This is the first time we actually invite journalists to join the tour," Baker said. 

"The reason we do these kinds of adventures is to reinforce the brand value of Land Rover, which are exploration, adventure, excitement and capability. We have sold vehicles in 130 countries around the world, and our cars have participated in everything from expedition activities to military operations," he said. 

He added that although the Adventure program resembles the Camel Trophy, "it is not designed to be anywhere near as difficult as the Trophy used to be." 

Baker noted that the Camel Trophy will not be back with Land Rover, but instead the British company will work with its new owner, Ford, to improve the Adventure Program -

© 2000 Al Bawaba (

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