Jaguar Land Rover India Creates Immersive Digital Experience for Launch of the New Defender

Marketing | October 16, 2020 | News

Jaguar Jaguar Land Rover India

Jaguar Land Rover India launched the new Land Rover Defender in India on October 15 by curating ‘The World of Defender’, an immersive digital experience that celebrated everything about the Defender.

For attendees at the virtual launch event, the ‘World of Defender’ was divided into four areas including Museum, Community Café, Launch Centre and Own a Defender.

The Launch Centre was hosted by celebrity anchor MandiraBedistanding on a virtual stage set in a mid-sea simulation that saw the reveal of the new vehicle. During the launch, Rohit Suri, President & Managing Director, Jaguar Land Rover India Ltd shared information about the various features and four distinct accessory packs provided by the brand and finally unveiled the price of the new Land Rover Defender to the audience. The three-door New Defender 90 is priced upwards of ₹ 73.98 lakh and the five-door New Defender 110 is priced about ₹ 79.94 lakh.

Said Rohit Suri, “So far, under Land Rover, we had the Discovery product pillar and Range Rover product pillar available in India. With this launch, the third product pillar, Defender, is now available. This, in many ways, completes the Land Rover brand story and we are very excited about expanding the reach and appeal of Land Rover amongst our customer base. The New Defender will make its place in the hearts of many people with a curious mind, love for authentic adventures, passion for travel - those who dare and wish to go above and beyond in life. Such individuals transcend barriers of age, gender, profession, with their free-spirited nature and fearlessness, just like the New Defender.”

The Museum showcased the artistic, historic and iconic elements of the brand and mapped the most memorable moments of Land Rover Defender over the years. The Community Café explored all the different aspects by a series of technological advancements that add to the durability and capability of the vehicle. ‘Own a Defender’ allowed customers to book the vehicle for themselves. Deliveries of Defender 110 have now begun while deliveries of Defender 90 will commence from Q1 of FY 2021.

 

The ‘World of Defender’ was divided into four areas including Museum, Community Café, Launch Centre and Own a Defender.

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