Land Rover is ready to bring its all-new Discovery to market, and the first stop for the new SUV here stateside is in Los Angeles ahead of the upcoming auto show.

Not only does it mark the Discovery's first arrival in the U.S., the automaker also says that its SUV will sticker from $50,985—including a mandatory $995 destination charge.

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It's a sharp looking machine that can play in the dirt but always cleans up well. Land Rover will first offer the Discovery here with a high-buck First Edition package (pictured), which boosts the price to $74,945. That's a hefty markup, but your nearly $25,000 gets you a fully-loaded model with a limited edition styling package. 

At an event in Venice, Land Rover parked the Discovery First Edition amongst a host of state-of-the-art equipment built for those with very active lifestyles. From surfboards to snowshoes, the Discovery was right at home and it was hosted in this home by Laird Hamilton and Gabby Reece.

Laird, if you're unfamiliar, is pretty much the king of big wave surfing, while Gabrielle Reece is a volleyball player and model. The two are married with children, and there's pretty much no question that they're all fitter and more talented than you reading this out there. The pair are a perfect match for a vehicle like the 2017 Discovery, reckons Land Rover.

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Land Rover wants the type of buyer for the new Disco that would load up the roof with mountain bikes or stuff surfboards in the rear. You can get the waterproof activity key with the new Discovery so that you can go off and enjoy your favorite outdoor activity and not worry about losing your keys. You can also get to your favorite activity quite easily because of the 3.0-liter supercharged V-6 sitting between a vehicle constructed heavily from aluminum. So heavily, in fact, that Land Rover engineers were able to shed 1,000 pounds of weight over the outgoing LR4.