Media Test Drive Held in Guangzhou

In late December last year Land Rover hosted a media test drive for its 2010 Model Year (10MY) Freelander 2 amongst the scenic Nankun Mountains in Guangdong province. The event gave 58 reporters from across China an opportunity to experience the on- and off-road capabilities of the Freelander 2 and discuss the vehicle and Land Rover’s development in China with senior executives.

The on-road test drive began on an 80km freeway from the airport to the mountain resort. The next day, eight Freelanders set off on an off-road mountain expedition. Several off-road programs including a teeterboard and a 38-degree steep slope demonstrated the all-terrain capabilities of the Freelander 2.

More than 70 in-depth reports were generated from online, print and TV media, with an equivalent advertising value of over RMB 8 million. The results made a strong contribution toward Land Rover’s recordbreaking sales volumes over January and February 2010.