The event kicks off the brand's strategy to bring the Defender to the U.S.A through showcasing partnerships and events designed to appeal to a broad audience.
Land Rover has revealed the 2020 Land Rover Defender for the first time in U.S.A. The event was highlighted by a special performance by Grammy Award-winning artist and Defender owner and enthusiast, John Mayer.
The debut of the Defender kicks off Land Rover's strategy of bringing the car in the U.S. through showcasing partnerships and events The event also kicked off the brand's unique strategy to bring the Defender to market in the U.S. through showcasing partnerships, events and a unique go-to-market strategy designed to appeal to a broader customer demographic that recognises long-standing brand loyalists while also attracting new customers to the Defender nameplate.
The custom Defender from the upcoming Bond film, No Time to Die also came straight from the set, with dents, scratches and all, to make its global debut at the event. No Time to Die is planned for release in April 2020 and is the first movie to feature the new Defender.
The event also featured the new LEGO Technic Land Rover Defender, which was being assembled by LEGO Master Builder Chris Steininger. The 2,573-piece model combines the boundless creativity of LEGO and the instantly recognisable silhouette and unrivalled capability of the new Defender.
Since 2009, Land Rover has been on a transformational journey with new products and expansion of the Range Rover and Discovery families, resulting in U.S sales growing from 26,000 units in 2009 to over 92,000 units in 2018. The previous generation model of the Defender ceased global production in 2016 and has been absent from the U.S. market for more than 20 years.