The global launch of the new Range Rover Sport didn't just start with a commercial and a print campaign.

It started with a challenge to set a World Record for a standard production vehicle in a race to the top of Pike's Peak in Colorado. 

Driven by American driver Paul Dallenbach, the 5.0-litre supercharged V8 Range Rover Sport completed the twisting, mountainous course in 12 minutes 35.61 seconds. That's an average speed of just over 59mph, tackling 156 corners and reaching a height of 14,110 feet (4,300m).

The only changes to the car from production specification were the fitment of a roll-cage and harness seat belts.

Dallenbach, who has won Pikes Peak outright three times, said: “There’s no margin for error at Pikes Peak – you only need to misjudge one of those 156 turns and you’re into the trees or over the edge of the mountain. To take on this place the way I did today, you need complete confidence in your vehicle.”

The attempt was turned into a mini documentary and was the first of four proposed such challenges to be featured on a dedicated microsite.

Agency / RKCR/y&r