Land Rover has remained the permanent sponsor of the Camel Trophy competition for 17 years. The core brand values: freedom, adventure and loyalty, so vividly manifested in all the cars of the company and reflected the spirit of the Camel Trophy competition. Range Rover, Series III, Ninety, One Ten, Defender, Discovery and Freelander took part in the races from 1981 to 1998. All of them were painted yellow. For several years the design of Camel Trophy cars has not changed.
Only once did the organisers decide to change the tradition and painted the cars in blue, red and silver. However, the innovation proved unsuccessful: cars lost their individuality, they were difficult to distinguish from each other. Therefore, it was decided to stick to the yellow brand colour. Since 1990, all Camel Trophy cars have been registered with Land Rover UK