Uh. Why Did Land Rover Just Throw Bear Grylls Out of a Plane?

You won't see this at a car show

September 8, 2016 9:00 am

When you develop a technology that’s the first of its kind, it’s only natural to want to show that technology off.

Hence sizzle reels. Or tradeshows. Or throwing Bear Grylls out of a plane.

You can thank Land Rover for the latter.

In order to showcase what the unprecedented seat-folding mechanism in Land Rover’s new Discovery can accomplish, Grylls used a smartphone to remotely arrange the seats in one of the SUVs while falling to earth at 125 MPH in a new promotional video.

While we’re not sure how Land Rover’s marketing team came up with this particular stunt or if it even proves the technology’s usefulness, it’s at least mildly more impressive than showing someone rearranging the seven-seater’s configuration while waiting in line to pay for groceries.  

Given the embarrassment of riches Land Rover has given us, they get the benefit of the doubt.

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