Because they apparently had nothing better to do with their money, Land Rover sent one of their Discovery Sport vehicles to Finland to do battle against a team of sled dogs in the underground Vesileppis Ski Tunnel.
Land Rover’s reasoning for the “contest” was due to their estimate that, globally, 50% of Land Rover customers own or regularly travel with a dog, so therefore it makes perfect sense to go to Finland and race sled dogs.
The Vesileppis Ski Tunnel is intriguing though, as it is carved into the bedrock 115-ft below ground level and kept at a constant 28.4°F to maintain a blanket of snow .8-in deep throughout the summer.
In true contrived contest fashion reminiscent of the “Top Gear” of yore, the only thing the sled dogs had to do was get up the first incline and then, essentially, maintain their speed [estimated at 22 mph] whereas the Land Rover Discovery Sport was blocked by a set of ice blocks. This, of course, added a competitive element which made the Land Rover Discovery Sport’s victory closer than it normally would have been.