Michael SatterfieldLand Rover unveiled the new Defender for the first time in North America at the LA Auto Show. I was invited to attend the star-studded event that included a special performance by Grammy Award-winning artist and Defender enthusiast, John Mayer.
The packed event at Rolling Greens Nursery, in downtown LA, attracted a number of celebrities, including Olympians Lindsey Vonn and Chris Corning, fashion icon Marcus Wainwright, of fashion brand Rag & Bone. Actors Wilmer Valderrama and Max Greenfield, and members of the media and social influencers packed out the venue in LA’s Fashion District.
In addition to the unveiling, the event launched Land Rover’s marketing campaign for the North American market, which will include a partnership with The Atlantic, that will follow John Mayer as he explores the country’s National Parks. Consumers will get their first chance to experience the new Defender at the 4xFAR Festival, a music and lifestyle experience held in Southern California’s Coachella Valley.
The event kicked off our strategy to bring the New Defender to market in the U.S., through partnerships and events, which are designed to appeal to a broader customer demographic, while also recognizing and celebrating our long-standing brand loyalists. – Kim McCullough, Vice President, Marketing, Jaguar Land Rover North America.
Standing Room Only To See The New Defender
In-person the Defender exceeded my expectations and is a fitting replacement to the original, with the exception of the optional side window-mounted panel. Very few journalists have had a chance to drive the new Defender, but I am hoping to get behind the wheel of one soon to give you my driving impressions,
The New Defender will be available in 2020 in ‘110’ and ‘90’ body styles. The Defender 110 will be available in Spring 2020 priced from $49,9001 in the U.S., while the new Defender 90 First Edition will be available in Summer 2020 priced from $65,1001. The full range of Defender 90 models will be available in Fall 2020, priced from the mid $40,000s.
