Jaguar Land Rover South Africa will launch its latest assault on the country’s prized SUV market when it introduces the new Land Rover Defender 110 in mid July – this time to the public via a digital platform.

The Land Rover, having proved itself in African conditions over decades, has achieved legendary status in South Africa, and elsewhere in the world, where the brand has been deployed in capacities ranging from leisure to emergency vehicle and military use.  

The Defender 110 were all set to appear in the latest James Bond movie, No Time to Die, of which the release date was postponed to November 2020 due to the outbreak of the COVID-19 pandemic.

However, the car manufacturer has provided a glimpse at the crazy stunts the new Defender pulls off in the upcoming film — its toughest test to date…

‘Never Say Die’: Behind-the-scenes stunt footage

‘New normal’ of digital launches in automotive industry

Image: Supplied

Land Rover, which will unveil the new Defender via an epic and star-studded, 110-minute YouTube video on 16 July 2020, will join a new wave of digital launches which have seen models introduced on soft digital screens rather than in traditional fashion — on the toughness of tar and dirt.

The streamed special reveal — in which viewers will be able to engage and participate — will take place on Land Rover South Africa’s own YouTube channel and will be accessible from the brand’s domestic website.

While the global COVID-19 pandemic has had a severe, all-round impact on both the global and domestic new vehicle markets and has driven brands into the digital space to effect their marketing and sales activities, marketers have also recognised the benefits of digital product communication.

The most obvious of these is the ability to tap into the digital generation and thereby attract and grow new market share into the future.

Announcing its “on the airwaves” launch date on Tuesday 7 July 2020, Land Rover described the event as a “110-minute online streaming special to mark the arrival of the New Defender in South Africa”.

Reveals of Defender 90 to follow

Public relations and sponsorship specialist for Jaguar Land Rover South Africa Tina Pienaar-Smit told The South African on Tuesday that the pandemic had impacted the company’s plans for a public reveal during June and July, which led to the digital reveal of the Defender 110.

The 110 represents Defender’s five-door offering within the Defender range.

“Reveals of the Defender 90 are expected to take place later in the year,” said Pienaar-Smit who acknowledged that digital reveals — in the face of the pandemic — were likely to form part of the “new normal” in the automotive industry, for at least the short term.

 “The lockdown regulations, which restricted cross-province travel, have obviously impacted the ability to host traditional launch programmes.”

Thousands of invites

Pienaar-Smit said social media had therefore become additionally important as a communication tool. With direct reference to the upcoming reveal, she said the company had issued some 50 000 invites to the live stream event.

The YouTube reveal will be hosted by sports presenter Xola Ntshinga with special guest appearances from former Springbok Bryan Habana and well-known South African explorers and adventurers Kingsley and Ross Holgate.

The Holgates have built a solid reputation for the philoranthopic and environmental work they have done in some of the least accessible parts of the globe.

Set down for 16:00, Land Rover has thrown the event wide open to the public and motoring enthusiasts at large, with attendees standing a chance to win prizes through a competition give-away.

What viewers can expect

For Land Rover, the streaming event will give Landy fans an opportunity to be part of its launch celebrations while providing informative discussions, news and in-depth looks at what the automaker positions as “an icon reimagined for the 21st century”.

Xola Ntshinga

“Xola Ntshinga has been enlisted to lead the show and the well-known sports presenter will take viewers on a journey through various segments exploring the Defender’s historical importance and its rebirth as an adventure vehicle for the digital generation.”

Image: Supplied

“Jaguar Land Rover South Africa and sub-Sahara Africa managing director Richard Gouverneur will introduce the New Defender to Africa by outlining some key design elements and features, and will be backed up on screen by guest appearances from some notable Land Rover Ambassadors,” said Land Rover SA.

Bryan Habana

Commenting that Bryan Habana, “who fell in love with the New Defender when he witnessed it driving onto the field after the Springboks took the Rugby World Cup final in Japan last year”, will join the discussion – Land Rover says attendees can expect to see the former Springbok exploring the vehicle’s advanced technologies.

Former Springbok rugby sensation and Land Rover Ambassador Bryan Habana. Image via Facebook “LandRoverSouthAfrica

Kingsley and Ross Holgate

“Humanitarian adventurers Kingsley and Ross Holgate share a deep love for Defender, having owned 15 of them since the early 1970s. Defenders have played integral roles in assisting the Kingsley Holgate Foundation to deliver aid to millions of people in need in every African country and beyond.

Ross and Kingsley Holgate. Image: landrover.co.za

“The father and son will weigh in on the New Defender’s capabilities, share some first impressions and tell some fascinating stories about their experiences with previous Defenders on many incredible expeditions,” said Land Rover.

Heritage, design, tech, capability and purpose

The company said the screening would be divided into five topics covering heritage, design, tech, capability and purpose, and each segment will offer numerous interviews, short films and inserts to paint a complete picture for viewers on where the New Defender came from, how it was developed and what it will offer customers in Africa.

Join the virtual launch Land Rover South Africa’s YouTube channel on 16 July 2020 at 16:00.

Onlineautos
Author: Onlineautos