Land Rover has launched a worldwide Fragile Earth policy aimed at all drivers who venture
off-road.
The policy, according to Land Rover, is “a global promise to ensure that our
actions minimize environmental damage. It is evident in everything we do.” Aimed at
encouraging 4×4 owners to enjoy the pleasures of exploring off-road, while at the same time
protecting the environment, the policy puts forward guidelines for drivers under the
heading of “Land Rover’s Off-Road Code.”
Among the guidelines are instructions about
vehicle preparation, off-road ethics to protect the environment and the animals it
supports, and recommended driving techniques. The code has been drawn up with the
collaboration of a number of environmental organizations that Land Rover supports,
including the California Off-Highway Motor Vehicle Recreation Commission and the Tread
Lightly program of the U.S. Forest Service and the Bureau of Land Management. In the rest
of the world, Land Rover has consulted with bodies such as the Born Free Foundation in
Africa, Britain’s Royal Geographical Society and the China Exploration and Research
Society.
