Land Rover LR3 Navigates Hercules Aircraft as Part of a New Marketing Campaign

IRVINE, Calif.--May 1, 2006--The sky's no longer the limit for Land Rover North America today as an LR3 has accomplished something no vehicle has ever done before.

In the second installment of the 'Designed for the Extraordinary' marketing campaign which kicked off earlier this year, a 2006 LR3 is filmed boarding a 75,562 lb. C-130 Hercules cargo plane. Once airborne the Hercules crew used the LR3's navigation system to direct the plane from Nice, France to the island of Corsica in the Mediterranean Sea. At a height of 9,000 feet, the navigation system equipped in the LR3 was able to accurately direct the plane to its destination.

"This is a truly extraordinary demonstration of the capability and adventure inherent within all Land Rover vehicles, and the LR3 in particular," said Sally Eastwood, vice president, marketing, Land Rover North America.

We determined that the vehicle's navigation system could in fact do this, and decided to make it a reality."

Land Rover North America's 'Extraordinary' marketing campaign showcases actual events, not dramatizations. The documented journey launches today and is the second chapter of a multi-phase campaign created in liaison with Young & Rubicam Brands, Land Rover North America's advertising agency.

The unlikely and creative union with Hercules, the iconic C-130 cargo plane, features the extraordinary capability of the Land Rover LR3 and its superior technology.

Land Rover LR3

Since its introduction last year, LR3's powerful on-road performance, unparalleled off-road standards, and state-of-the-art technologies have set a new industry standard and has received more than 20 U.S. industry awards. The award-winning LR3 offers two engines, a 4.4-liter 300 bhp V8 engine, and the new 4.0-liter 216 bhp V6 engine for 2006. Both models come equipped with an impressive list of four-wheel drive technologies including the innovative Terrain Response(TM) system, and four-corner electronic air suspension.

A state-of-the-art, touch screen DVD-based navigation system is available in the LR3 with both 2D and 3D map displays, which includes both on-and off-road navigation. The personal telephone integration system allows owners to use their own mobile phone in the car either via an integrated cradle or with the wireless convenience of Bluetooth(TM) technology. The system that links in-car entertainment and navigation systems uses fiber optic cabling and is called MOST(R) (Media Oriented System Transport) network.

Hercules C-130

The C-130 is arguably the most versatile and enduring aircraft of all time. Designed as a troop transport and cargo vessel, it has become the main tactical air-lifter worldwide. Its first prototype flight occurred in 1954, and by December 1956, it joined the U.S. Air Force inventory. It since has logged over 20 million hours of flight. It has the longest continuous production of any military aircraft in history and operates in 60 countries around the globe. The C-130 is an internationally respected piece of machinery, making it the perfect counterpart for this demonstration.

The campaign's primary communication methods will focus on TV, print and outdoor, complemented by a "behind-the-scenes" documentary film showing the making of the advertisements that will be housed on the company website at www.landroverusa.com.

Land Rover North America is part of Aston Martin Jaguar Land Rover with headquarters in Irvine, California. Land Rover established operations in the US in 1986, and now imports and distributes Range Rover, Range Rover Sport and LR3 vehicles manufactured by Land Rover in Solihull, England. Land Rover's worldwide operations are wholly owned by Ford Motor Company, Dearborn, Michigan. For information about the Land Rover retailer nearest you, call 800-FIND-4WD or log on to www.LandRoverusa.com.