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Shoppers buy Land Rover experience

Land Rover has opened its first Adventure Zone at the Bluewater retail and leisure complex in Kent which offers members of the public an opportunity to experience off-road driving.

The seven-acre demonstration facility, based on Land Rover's seven Experience Centres, is intended to establish a “lifestyle association” for the brand which will help sales in the longer term, says a spokesman.

Visitors pay £10 an hour to drive around four themed zones - acclimatisation, summit, the old mine and technical - with obstacles including a jungle bridge, railway sleeper steps and a 42-degree downhill slope. The “experience” starts at Land Rover Gear in the Bluewater mall, from where visitors are ferried to waiting Discoverys.

Land Rover will open more Adventure Zones at other retail parks around the country.

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