- Land Rover Experience L.A. offers consumers a full brand immersion and urban all-terrain vehicle demonstration course* in West Hollywood, November 19-23
- Land Rover Discovery Sport makes first U.S. appearance prior to its debut at the Los Angeles Auto Show on November 19
Land Rover revealed today its plans to open the Land Rover Experience L.A. on the central plaza of the Pacific Design Center, in the heart of West Hollywood, Calif at an opening reception taking place tomorrow, November 18. The five day activation will give consumers an engaging immersion into the Land Rover brand including its Land Rover Adventures program, latest vehicles, brand partnerships and merchandise.
The Land Rover Experience L.A. will introduce the new Discovery Sport, a versatile premium compact SUV that is the first member of the new Discovery vehicle family, to a gathered crowd tomorrow evening prior to its U.S. debut at the Los Angeles Auto Show. The auto show will open to the press on November 19-20 and to the public on Friday, November 21.
“Creating this unique experience in the L.A. area gives our current and future customers an opportunity to learn more about the Land Rover brand and test the all-terrain capability of our SUVs all without leaving the city,” said Kim McCullough, Vice President of Marketing, Jaguar Land Rover North America. “This Land Rover Experience also gives L.A. customers a chance to preview the newest Land Rover SUV, the Discovery Sport, months before it goes on sale next year.”
The Discovery Sport offers a dynamic design with a compact footprint enabling optional seven-passenger seating in a “5+2” configuration. The 2015 Discovery Sport will deliver a highly refined combination of performance, safety and efficiency thanks to a body shell of high-strength steel and lightweight aluminum, a 240hp turbocharged 2.0-liter engine, nine-speed automatic transmission and standard all-wheel drive.
This U.S. debut marks another significant milestone in the product offensive for Jaguar Land Rover which will see the company deliver 50 significant product actions over the next five years. New Land Rover innovations debut in the Discovery Sport, including available Autonomous Emergency Braking1 and a new touchscreen infotainment system3. Pricing will begin at $37,9952.
The Land Rover demonstration course will host vehicle obstacles intended to showcase the breadth of capability of its model line-up and the vehicles’ arsenal of technology. The course obstacles are designed to highlight the latest Land Rover Terrain Response® system that optimizes the vehicles for virtually all on-road or off-road driving situations, with five different settings to suit specific terrain demands: general driving, grass/gravel/snow, sand, mud and ruts, and rock crawl. Amongst a variety of challenging obstacles, the course will feature a rock crawling obstacle designed to showcase the vehicle’s composure on rocky surfaces, in addition to showing the articulation benefits of Land Rover’s suspension systems.
Guests will have an opportunity to drive the 2014 Range Rover, Range Rover Sport, Range Rover Evoque and Land Rover LR4 over the custom-built course with a professional Land Rover Driving Instructor as co-pilot. The course will run 10am-6pm, from Wednesday, November 19 to Sunday, November 23, 2014.
The consumer experience will include a showcase of the latest offerings of Land Rover branded merchandise and details of recently announced brand partnerships. Information on the brand’s Adventure driving programs that feature a range of driving events and expeditions in the latest Land Rover models will also be highlighted.
Following a recently announced clothing collaboration with the British icon, Barbour, Land Rover will offer a collection of men’s and women’s outerwear for Autumn/Winter 2014. The partnership is the first time the two brands have officially collaborated, and this will be the first clothing collaboration for Land Rover. To highlight the collaboration, a giant replica of a pair of Union Jack Wellie Boots will adorn the central plaza.
Vehicles on display during the event include a 2014 Range Rover that took part in the epic 1,100-mile Great Divide Expedition this past August. A fleet of stock unmodified 2014 Range Rover vehicles traveled unpaved roads and 4x4 trails along a portion of the original Great Divide route to demonstrate Land Rover’s continued leadership at providing off-road capability with exceptional luxury.
A Land Rover LR4 will be also be displayed highlighting the recently commissioned Land Rover adventure thriller The Vanishing Game, a new interactive, digital book written by internationally acclaimed British author William Boyd. This full-length, original online adventure thriller from the best-selling novelist follows protagonist Alec Dunbar on a suspenseful driving adventure from London to a remote part of Scotland. Consumers can experience the story, which is brought to life through an interactive platform that invites readers to go beyond its words and fully experience the adventure in an innovative multi-media manner, on a custom Tumblr page.
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*Attendees must be 21 years old, have a valid U.S. driver’s license and sign a release form before driving.
1These systems are not a substitute for driving safely with due care and attention and will not function under all circumstances, speeds, weather and road conditions, etc. Driver should not assume that these systems will correct errors of judgment in driving. Please consult the owner’s manual or your local authorized Land Rover Retailer for more details.
2Price shown is MSRP. Includes $925 destination and delivery fee. Excludes taxes, title, license and other local fees. Actual price set by retailer. See your local authorized Land Rover Retailer for details.
3Driving while distracted can result in loss of vehicle control. Do not operate, adjust or view the navigation or multimedia systems under conditions that will affect your safety or the safety of others. Only use mobile phones and other devices, even with voice commands, when it is safe to do so.