Land Rover's 'fragile earth' policy
30 July 2002: Land Rover has published a new ‘Fragile Earth’ policy, aimed at all drivers who venture off-road. It includes the company’s Off-Road Code, which encourages careful driving and the preservation of the environment for future generations.
Guidelines include:
- Animals come first! All animals can be startled by a 4x4 vehicle, so be prepared either to proceed very slowly or to switch off your engine
- ‘As slow as possible, as fast as necessary’ – this will get you through most off-road driving obstacles and minimise environmental impact
- Make sure your vehicle is fully prepared for the journey; take the appropriate tools and supplies. Ensure that your vehicle does not have any leaks, for example fuel or oil
- Be mindful of your actions, even when you’re not driving; use eco-friendly cleaning material; wash vehicles away from water courses and not in them; take all litter back home with you
The policy also announces Land Rover’s collaboration with four carefully selected global environmental sponsorship partners, whose activities reflect perfectly the values of Fragile Earth.
The partners are the Born Free Foundation, the Royal Geographic Society, Biosphere Expeditions and China Exploration and Research Society.
July 2002