When Range Rover Climbed a River

Some launches lived in hashtags.
This one carved its name into concrete and ice.

To introduce the new Range Rover Sport, the brand drew inspiration from nature’s rawest elements. No red carpets. No urban skylines. Just a spillway in Iceland—the largest dam in the country—and a challenge that few machines could ever dare.

The Karahnjúkar Dam’s spillway looked more like a waterfall turned on its side.
Slick concrete, rushing water at 750 tonnes per minute, and a steep incline engineered to push back anything that tried to rise.

Into this chaos rolled the Range Rover Sport.

At the wheel sat Jessica Hawkins—racer, stunt driver, and calm in motion. With zero margin for error, the car climbed steadily and confidently—the Terrain Response 2 system adjusted in real-time. Water surged beneath. The Sport kept rising.

No slogans were played. No stats appeared. The silence around the act made it louder.

This launch could have been shouted.
It chose to show.

In a world trained to expect loud, Range Rover offered lean. No CGI, no dramatics. Just one car, one climb, one question: What if luxury had the power to go anywhere?

That single visual—an SUV defying gravity through a wall of water—did more than any spec sheet ever could. It positioned Range Rover not just as premium, but as fearless. Capable not just in comfort, but in extremity.

The climb up the Ice River Spillway etched a message without a word: Range Rover Sport belonged in places others never reached.

By resisting the urge to explain, it gave its audience something better—a reason to believe.