Land Rover's Second Infomerical Is Coming to a TV Near You

15 February 2000

Land Rover's Second Infomerical Is Coming to a TV Near You
New Half-Hour Infomercial Updated, Refined and Launched in Wide Screen Format

    LANHAM, Md., Feb. 15 -- Land Rover North America, Inc. today
announced the debut of its second infomercial, The Land Rover Experience.
This new program will be launched on southern California cable television
channels beginning Monday, February 7th, and will be rolled out nationwide in
the coming months.  The 28-minute, wide-screen ("letterbox") format
infomercial allows Land Rover North America to convey the many merits of Land
Rover ownership to a broader and more diverse audience than can be reached by
traditional advertising.  Land Rover's first infomercial debuted in July 1999
and was a tremendous success, increasing weekly activity on the company's 800
number by as much as 600 percent.
    This newest infomercial was shot on location in Arizona and New Mexico
and, like the original, is hosted by Andy Mill, a former member of the U.S.
Olympic Ski Team and director of the Aspen Ski Company.  Mill is joined by Tom
Collins, a veteran of eleven Camel Trophy Adventures and Sally Eastwood, also
an experienced off-roader and veteran of numerous Land Rover adventures.
    Chris Marchand, Freelander model manager for Land Rover North America, was
instrumental in the production and development of both the original and the
new infomercial.  "We're excited about this premier because consumer response
to our first infomercial exceeded everyone's expectations," said Marchand.
"This all-new infomercial, with more off-road footage and customer
testimonials from our retailer-driven Wheels events, will build on the success
we've enjoyed during the last year.  Additionally, we've provided our
retailers and regional marketing groups with on-camera lead-ins for custom
versions to run in their local markets."
    Viewers of the infomercial will learn about the on-road performance of
both Range Rover and Discovery Series II and the extreme off-road capability
of all Land Rover vehicles.  A primer that discusses some of the proper off-
road driving techniques is also included.  The positive aspects of Land Rover
ownership-particularly the overall experience of purchasing a vehicle from a
Land Rover Centre-play a key role in the program.  In fact, the Centre concept
is a proven success. In a recent survey by Strategic Vision, the San Diego-
based research firm, Land Rover placed second in the industry in overall sales
and service experience.  Further, in a recent J.D. Power and Associates
survey, Land Rover topped the industry in terms of customer satisfaction with
the routine vehicle maintenance experience.
    Land Rover North America has 120 retail outlets in the U.S., 77 of which
are stand-alone Land Rover Centres.  1999 was the best sales year in company
history for Land Rover North America, Inc. with sales reaching a record 29,380
units, representing a 37.1-percent increase over calendar year 1998.
    Land Rover North America, Inc., established in 1986, imports Range Rovers
and Discoverys manufactured in Solihull, England, for sale in the U.S. and is
a wholly-owned subsidiary of the BMW Group, Munich, Germany.

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