MAHWAH, N.J. -

In conjunction with the upcoming New York Auto Show, Land Rover will be celebrating a landmark — the 25th anniversary of the Land Rover Range Rover being introduced to the U.S. To celebrate this milestone, the OEM will be involving its fans. 

It will be inviting consumers to participate in “urban off-road adventure”, where drivers will take brand new vehicles from the nameplate for a spin around a custom-made course in the heart of New York City’s meatpacking district.

Commenting on the anniversary, Andy Goss, president of Jaguar Land Rover North America noted, "The outlook for the company in this its 25th anniversary year is strong and confident.

"Our current product line-up is the strongest we’ve ever had and the U.S. consumer strongly embraces our brand. The deeply ingrained corporate values and dedication to the brand that were instilled by the original management team 25 years ago has served Land Rover well. Today, there’s a renewed focus, enthusiasm and energy within the company," Goss added.

The company also took the time to highlight the brand’s history in the U.S.

“In the past quarter century, the growth and acceptance of the Land Rover brand in the U.S. marks a true product and brand success story. That success is defined by loyal customers, a distinct authentic brand and consistent sales success,” officials stressed.

Created in 1970 by Land Rover as their second model, the Range Rover luxury SUV was an addition to the Land Rover utility vehicles that evolved after WWII, the company explained.

Land Rover vehicles were frequently featured in movies, TV shows about African exploration, and world news coverage.

The first Range Rover had a U.S. price of $30,850, “and the Range Rover of North America team set out to establish the brand, offering potential customers the opportunity to add the Range Rover to their portfolio of the very best luxury goods that life has to offer,” officials asserted.

And Land Rover’s latest success story is the launch of the award winning 2012 Range Rover Evoque.

The all-new Range Rover Evoque has received over 90 international awards including the 2012 North American Truck of the Year and the 2012 Motor Trend SUV of the Year, the company highlighted.