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.