Land Rover's 50th Anniversary Celebrations in North America
16 April 1998
Special Lease Offer, Nationwide Parties and Unique Exhibit Mark Land Rover's 50th Anniversary Celebrations in North America
LANHAM, Md., April 16 -- Land Rover, the legendary sport
utility renowned for the last half-century as the vehicle of choice for
triumphant expeditions around the world, is currently celebrating its 50th
Anniversary. The first Land Rover was unveiled in 1948 at the Amsterdam Motor
Show. This landmark event is being noted the world over, and Land Rover North
America today announced plans for a new lease program, nationwide parties and
a museum exhibit to mark the occasion.
"The chance to celebrate a 50th Anniversary is an exciting and important
milestone for any company," said Charles R. Hughes, president, Land Rover
North America, Inc., (LRNA). "Land Rover has been building the best 4x4s for
50 years, and now as the official anniversary date of April 30th approaches,
we have the opportunity to reflect on the past as we move forward. Our
customers show a strong interest in Land Rover's authentic heritage, so we
intend to have some sensational events in the coming months, including a new
Discovery lease offer, through which we can tie our current product line into
the recognition of Land Rover's storied past."
New Discovery Lease
In conjunction with the 50th Anniversary, LRNA announced a new lease
program for the popular Land Rover Discovery LE model. Equipped with standard
features such as permanent four-wheel drive, four-channel anti-lock brakes,
automatic transmission, dual sunroofs and leather trim, the roomy V8-powered
4x4 will now be available to lease for $50 due at signing and a monthly
payment of $485 for a term of 36 months. The program is expected to run
through June. For more information on this lease offer, visit your nearest
Land Rover Retailer or call 800-637-6837.
"Discovery is Land Rover's most popular vehicle and an excellent value
today," said Hughes. "We've been anxious to launch this 50th Anniversary
lease program. It's designed to give more people the opportunity to get into
a Land Rover and see what this special company is all about."
Nationwide Celebration
To commemorate the April 30, 1948, launch of the company, Land Rover
retailers around the country will host 50th Anniversary Celebration Parties
for all Land Rover owners on the evening of April 30, 1998. The open-house
celebrations will also help raise money for members of the American Zoological
and Aquarium Association (AZA). LRNA will contribute $10,000 to the AZA's
general fund, and Land Rover retailers have been encouraged to make donations
to their local AZA member zoos and aquariums on behalf of their open-house
guests.
Further, during the evening's festivities, a nationwide sweepstakes will
be held for two one-year leases of Land Rover Discoverys, donated by Land
Rover Financial Services. A third drawing will be held for a vintage Land
Rover presented by LRNA. All celebration attendees are eligible to win the
vehicles.
At the local level, each participating retailer will also hold a drawing,
with the winners receiving a trip for two to The Land Rover Lodge in
southwestern Colorado in August or September. Each winner and his or her
guest will join owners from across the U.S. and Canada who will visit the
Lodge for four days and three nights of off-road driving and instruction, fly
fishing, sporting clays, horseback riding and more in the Vallecito Lake
Valley.
This past March, all 87,000 current Land Rover owners in the United States
received invitations to stay at The Land Rover Lodge. The response was
immediate and overwhelming, with every available reservation -- upwards of
1,000 -- now filled. As guests arrive at The Lodge, Land Rover North America
will play host for what is essentially a seven-week celebration of Land
Rover's history.
Petersen Automotive Museum
In early May, the public will have a chance to experience the history and
heritage of Land Rover at the Petersen Automotive Museum in downtown Los
Angeles. The exhibit will feature vehicles from a number of Land Rover's
world-famous expeditions, including a Range Rover from the 1970 Darien Gap
crossing and a Discovery that participated in the 1996 Camel Trophy Adventure
in Kalimantan. A gallery of photographs and historical film footage will
trace the distinctive 50-year history of Land Rover, from countless
expeditions through the planet's most remote corners to the development of the
modern Land Rover vehicles, the best 4x4sxFar.
National Gathering - June 27, 1998
Finally, on Saturday, June 27, LRNA will host a full day of Land Rover fun
at its corporate headquarters in Lanham, Md. Hundreds of owners and
enthusiasts -- with their numerous vintage and current Land Rovers -- are
expected to attend the day-long "50 Years of Adventure" celebration. Off-road
driving and demonstrations, a barbecue lunch, live entertainment and numerous
Land Rover competitions are on the schedule. Guests will be able to drive the
1/3-mile purpose-built demonstration course at LRNA's offices, traverse the
off-road training grounds half a mile away at Land Rover University and view
what could be the largest gathering of Land Rovers ever in North America.
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.
