Land Rover announced its role in the Outside Edge Expedition, and its mission of peace and goodwill. Driving the Land Rovers are a group of South African expert off-roaders who will journey through North Africa. The experience highlighted a growing industry for the Egyptian economy (off-road all terrain adventure tours, as well as highlighting the healthcare awareness message to educate the local population about malaria.Supported by the Government, 347 Land Rovers traveled through Egypt, carrying a Scroll of Peace and Goodwill aimed at spreading awareness of Malaria. The scroll was signed by a large selection of the community including the very poor and some of Africa’s most influential. The Land Rovers will return the scroll, which has over 5000 signatures, to Nelson Mandela, when they return to South Africa.

Malaria is a top issue in Africa, where 3 children succumb to the deadly disease every minute. The Expedition has given mosquito nets to pregnant women, as well as crucial education to the local communities.

“I can’t think of a better vehicle for this mission than the Land Rover,” stated Holgate. “This vehicle helped open up the continent for exploration; now it is going to help unite it.”

The mission also highlighted the untapped potential of Egypt’s growing off-road touring trend. “Land Rover is a natural leader,” stated MTI Automotive General Manager Ahmed El Gharib. “The brand is self-assured and respected and we are proud to support innovation in the tourist industry and exploration of Egypt’s remote costal areas. Land Rover stands for heritage, adventure, and the spirit of going beyond.”

On the back of the announcement to go ahead with the environmentally aware LRX models Landrover will have to think carefully about the impact these new touring businesses will have