Us Brits have a habit of talking down fine achievements. So it's great to see Land Rover celebrating the building of the one millionth Discovery with the full red carpet treatment.
Discovery number one million came off the Solihull production line last week and the model has already been driven from Birmingham to Geneva on the first leg of a special fundraising mission.
The model will arrive at next month's Beijing motor show having hopefully raised £1 million for charity along the way. The 8000-mile route is scheduled to take 50 days.
I've just had a short drive around the outskirts of Geneva in the model, which is essentially standard asides for a few spare parts on the roof. It's in Russian specification, something that helps with border crossings I'm told...
On the road it's just like any other Discovery: so a silky smooth diesel powertrain, comfortable cabin, fine on-road manners and a commanding driving position.
Unfortunately Geneva's suburbs offer no chance to put the excellent Terrain Response system to the test. But Land Rover has also brought along some of the Disco's ancestors, where they are conquering some improbable gradients on the Ultradeck with the ease I'm sure number one million will too along its journey.
The year 2011 was a record one for Discovery sales since it was launched at the 1989 Frankfurt motor show. It's popularity is increasing as emerging markets, including China and India, learn of its charms and ability.
More good news for Jaguar Land Rover is imminent: Land Rover will be announcing an expansion of its Halewood plant, home of the Evoque, tomorrow at the Geneva motor show. Another confirmation is expected on the long-rumoured tie-up between Jaguar Land Rover and Chery in China, which would allow the British firm a local production base in a market where it sold around 42,000 units in.
Throw in huge profit margins, imminent new models including a new Range Rover and further expansion with new models like the Evoque XL, and Land Rover is a British success story to be celebrated.