Edward Michael "Bear" Grylls; former SAS reservist, Mount Everest climber, and recognized pee-drinker of the hit Man Vs. Wild is now shilling luxury SUVs for Land Rover in pretty much the most logical co-branding effort ever.

Bear says; "I've used Land Rover vehicles throughout my life, during my military career, on countless expeditions and then while filming. From deserts and jungles to the highest mountains; they always deliver a rugged reliability that you can always count on when the chips are down in hostile environments."

Which is funny, because pretty much nobody in any off-road or adventure circle associates "Land Rover" with "reliability." Myself included, and I used to own one.

What we do associate Land Rover with is looking cool. It's a truck that's undeniably capable and fun to drive off-road as long as someone else is picking up the repair tab. So of course Bear's jacked to give them an endorsement deal!

Officially Bear's role is being called "Long-Term Global Ambassador" which I imagine to mean "Exercise your old-school English charm with some colonizing swagger and a healthy dose of pompousness. Then pose with the 4x4s." Sounds like Bear's only issue might be matching his own name-branded adventure gear with the flannel he's probably required to wear now.

Believe it or not, Land Rover and fancy woodsy clothier Barbour have not been officially affiliated

Apparently one of his first tasks, in addition to the afore-mentioned, will be to mentor "Land Rover's next generation explorer," during what the company's calling a "high-adrenaline adventure" that they'll be looking to use as a commercial of sorts.

The lucky trainee is 22-year-old Alex Woodford, who gets the honor after winning the Discovery Adventure Challenge where she bested four others in "a series of testing challenges including a technically demanding slalom drive on the slopes, a test of strength and technique with a 396 pound sled pull, and a fast and furious kayak race across Lake Geneva."

But before that, we'll likely see Bear at the reveal of the , slated for September 2.

Land Rover Design Chief Gerry McGovern just announced that Land Rover's next SUV, which will be…

Image: Land Rover