On top of the world

With brand management becoming the way forward for large multinational companies, the car industry has been quick to jump on the bandwagon and offer more than just a car to its customers. When you buy some of the world's more exclusive vehicles you're getting a lifestyle as well as a car. Land Rover is one company that has fully embraced this idea and now offers everything from sports jackets to golf bags for its eager customers to snap up.

However, the world's most famous off-road brand has now taken branding to a whole new level, by offering owners the chance to really test the abilities of the name they have bought into. You can now book yourself on a Land Rover Adventure Holiday, which will give executives and CEOs across the world the chance to do something a little different with their vacation and still enjoy luxury along the way. CEO Middle East headed off to Argentina to sample a Land Rover Adventure and put the new LR3 through a serious test of its abilities.

Heading all the way from Dubai to Argentina to test an LR3 may sound a little extreme, but so many 4x4 brands claim to be able to go anywhere that it's nice to occasionally test out the theory. Desert drive tests have been done to death and the results often hinge on the skill of the person behind the wheel of the car. The Land Rover Adventure is a chance to really push the car to its limits under the watchful eye of a team of experts and the back up of a full support team, including satellite communication vehicles and an ambulance!

After a gruelling flight to Buenos Aires, the adventure starts with a three hour transfer in a tiny twin engine plane to Cafayate in the centre of Argentina's wine country. This is the first time you see the LR3s, waiting for you at the airport, which literally comprises a small fire station and a shed. The Patios de Cafayate Hotel, in the middle of the Calchaqui valley, is part of one of the country's top vineyards. This is definitely the calm before the storm, as you are treated to spa sessions, a taste of the local produce and a tour of the fantastic little town beyond the grape vines of the vineyard.