The recce was done, the route planned but the complicated logistics involved just did not work out.
They certainly did for the fourth generation Range Rover being launched in Morocco to the media and dealers from around the world over the next couple of months.
The event is spread over three days and based in two locations, Essaouira and Marrakech involving some 200 people on the ground and as many vehicles.
But this is an important car for Land Rover, a big seller and profit generator globally. Designers and engineers were singing from the same hymn sheet: "we haven't made it different, we've made it better."
The new model is a tad longer, slightly lower, considerably lighter and has a softer look than its predecessor - not such an intimidating stance on the road but it still has presence.
Vehicle engineering manager Mick Cameron has been with Land Rover for 27 years and has been working on the latest Range Rover since 2007. He said: "We took on board a lot of feedback from customers and they were the ones who said they just wanted it better rather than different.
"One of the biggest areas for improvement was in the rear. In markets like China and the Middle East, many of our customers are chauffeured so they wanted more room in the rear and to be able to control more of the functions."
The rear can now be specified with either a three-seat bench of ‘executive-style' single seats with centre console. While the car is some 22mm longer, the wheelbase has been stretched by 42mm with shorter overhangs and allowing rear seating room to be increased.
Cameron said that legroom has been increased by 118, giving over 1m of ‘stretching' space.
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