Land Rover Lodge: An Exclusive Opportunity
18 March 1998
Land Rover Lodge: An Exclusive Opportunity
LANHAM, Md., March 18 -- For 50 years, Land Rover has been
the leader in the sport-utility market, with a line of authentic 4x4s capable
of taking owners anywhere they can imagine. Now, Land Rover North America has
reaffirmed its position as a leader in the automotive marketing and sales
business, announcing a unique new product launch that offers Land Rover owners
a first-ever adventure of its kind.
Every current owner of a Land Rover vehicle in North America -- 87,000 in
all -- will today receive a 58-page brochure offering an exclusive adventure
opportunity: a journey late this summer to the Vallecito Lake Valley in
southwest Colorado to experience The Land Rover Lodge for four days. At The
Land Rover Lodge, which will be open between August 19 and October 1, all
lodging, meals, entertainment and activities -- among them horseback riding,
fly-fishing, hiking and sporting clays -- will be courtesy of LRNA. Expert
off-road driving instruction in Land Rover vehicles will also be available for
all levels of drivers, from novice to seasoned, under the tutelage of veterans
of the annual Camel Trophy Adventure, which is often referred to as the
Olympics of four-wheel drive. Participation is limited to the first 9OO
owners to register. Guests' only obligations are travel expenses and a
registration fee.
Charles R. Hughes, President, LRNA, said, "We have always recognized that
a Land Rover is more than simply a product that takes you comfortably and
safely from point A to point B. Land Rover ownership embraces an active,
outdoor lifestyle. It is club membership, in a group of like-minded
aficionados. The Land Rover Lodge is the perfect embodiment of what Land
Rover is all about. We're looking forward to playing host to 900 of our
owners. It will be a sensational group."
As a highlight of the program -- in a move unprecedented in the industry
-- participants will be the first consumers in the world to have a sneak
preview of and test drive an all-new Land Rover product which will be
available this Fall. Developed at Land Rover's Gaydon engineering facility in
the U.K., the vehicle represents a complete transformation of Discovery, Land
Rover's most popular U.S. model.
Lodge guests will have exclusive use of an 80-acre resort situated in the
scenic Vallecito Lake Valley area of the Rockies. The 150-year-old property
features a two-story main building windowed with cut-glass panels from the
1853 World Exposition in London. Guests will lodge in the numerous luxury
cabins worthy of a first-class mountain resort and enjoy the area's
challenging mountain roads. The off-road driving will take the participants
to some of Colorado's most scenic vistas, many of which are not accessible by
conventional roads.
The Land Rover Lodge is an obvious extension of the Land Rover Centre
concept, the company's line of stand-alone retail facilities. Each Land Rover
Centre is designed to be a gathering point for four-wheel-drive enthusiasts, a
place where prospective customers can go to learn more about sport-utility
vehicles in a friendly, no-pressure environment. The first Land Rover Centre
opened in August of 1994; there are now 68 Centres in the U.S. and Canada.
The Land Rover Lodge, like a Centre, will welcome owners to an exciting
adventure. It is the type of program Land Rover owners expect from the
company, as it reinforces the uniqueness of Land Rover ownership.
Land Rover North America, Inc. is a member of the Rover Group of
Companies, importing vehicles manufactured by Land Rover, Solihull, England.
The Rover Group is a wholly-owned subsidiary of the BMW Group, Munich,
Germany.
SOURCE Land Rover North America, Inc.
