Not all 4WDs give you that confidence, but Land Rovers are special. They have a strong off-road heritage, carefully stressed in the company's marketing, which emphasises adventure and exploration. These cars are the real thing, and their slogan, coined in 2005 by ad agency RKCR/Y&R and used around the world, is a reminder of that. It's a bold imperative, instructing you to leave your comfort zone, cross boundaries and head off into unexplored terrain, literally and metaphorically. 'Beyond' is a preposition and demands a noun to attach itself to: 'beyond the beaten track', for instance. Left open-ended, it has a little bit of grammatical unorthodoxy that makes it memorable. But the slogan is also an invitation to exceed or surpass what is reasonable and give in to temptation - by, for instance, buying an expensive vehicle whose full capabilities you will probably never use.