Making an Impact

Our goal for the Pebble Beach automotive weekend was for Jaguar and Land Rover to make a major brand impact on the enthusiast community for both consumers and media. The feedback we have gotten from both groups tells us that we hit our target in a big way, writes Stuart Schorr, Vice President, Communications & Public Affairs, Jaguar Land Rover North America, LLC.

For Land Rover, the focus was introducing the fuel efficient 2012 Range Rover Evoque and offering, for the first time, off‑road test drives in the newest Range Rover. For Jaguar, the focus was of course celebrating our past (E‑Type), present (XKR‑S launch) and future (C‑X75) and emphasizing our design and high performance credentials. 

 

 

Throughout the weekend, both Jaguar and Land Rover conducted hundreds of new product test drives at The Quail: A Motorsports Gathering, The Rolex Monterey Motorsports Reunion, and at the Pebble Beach Concours d'Elegance. A select group of consumers were able to get behind the wheel of the Jaguar XKR‑S for a few hot laps at Mazda Raceway Laguna Seca, with driving legends such as, Davy Jones, Roberto Guerrero, Martin Brundle, and renowned Jaguar racer, Bob Tullius. Not a bad way to take a 550 HP Jaguar XKR‑S around the corkscrew. 

 

 

Others took off‑road drives in Land Rover and Range Rover vehicles as part of the brand's displays at the Rolex Monterey Motorsports Reunion and at The Quail Lodge, home of the Land Rover Experience Driving School. Led by Land Rover North America's Bob Burns, the Land Rover Experience Driving Instructors coached consumers on how to get the most out of Land Rover's Terrain Response® System. 

We were blown away by peoples' reactions to the new Range Rover Evoque all weekend. From its styling to its off‑road capability, the compact SUV really resonated with the enthusiasts on the Peninsula.