Bangkok--Mar 18--Ogilvy Public Relations Worldwide
HIGHLY DEVELOPED NEW FREELANDER WITH 700 NEW PREMIUM COMPONENTS REMARKABLY UNVEILED NEW PRODUCT LAUNCH CREATES TALK OF THE TOWN WITH SEVEN MOVEABLE OFF-ROAD TRACKS BUILT ON THE RIVER FOR THE SHOWCASE
Land Rover Thailand created the talk-of-the-town event today. The New Freelander Td4 HSE diesel was officially unveiled in a seven-station off-road tracks built on the Chao Praya River, the first time ever in Thailand's automotive industry. Audience witnessed the highly developed premium compact SUV along the River of Kings in this exclusive premium launch.
Freelander has gained recognition among a discerning new generation of SUV lovers with sales increasing every year since it was first introduced in 1998. The sophisticated newcomer, the Freelander Td4 HSE, is the flagship of the Freelander range.
Mr. Richard Haigh, President of Land Rover Thailand, revealed that, to the group's delight, Land Rover's award-winning Freelander is a preferred choice among premium customers. Freelander was first launched in Thailand in November 2001, followed by higher specification models launched in 2002 and 2003. Freelander is the only compact premium SUV offering a diesel commonrail engine. The new Freelander with over 1.4 billion Baht (US$36 million) investment further underpins its premium positioning.
Mr. Haigh added, "Land Rover is committed to providing consumers with a vehicle even more relevant to their every day needs, it's a sophisticated vehicle which challenges the premium compact sedans, offering excellent ride and handling on the highway and around town, but, without compromising Land Rover's legendary offroad performance. The New Freelander creates a new mode for everyday driving providing both comfort and luxury and additionally the ability to enjoy leisure time freedom out of town in a way that an ordinary sedan cannot."
The New Freelander incorporates many significant changes both inside and out with a major external re-styling and an exciting new interior. In creating the new Freelander we have listened to our customers, making changes to enhance both the style and ergonomics of Freelander, some of the most notable changes are:
The front bumper, headlamps and front grille are brand new and have adopted the distinctive family face pioneered by the new Range Rover.
The new twin-pocket clear lens headlamps are similar to those of the Freelander's big brother, the Range Rover. The new lights are not simply a styling exercise, they are designed to give high intensity, white light with improved spread.
The front bumper and the rear bumper are restyled and now body coloured.
The tail lamps have been repositioned higher on the bumper, improving their visibility and reducing the likelihood of being obscured by road grime or off-roading dust.
As premium vehicle buyers expect premium cabins, the interior of the new Freelander has been comprehensively restyled to be the classiest cabin in the compact 4x4 market, improving much-sought comfort. A new style of seat is used offering improved body and under-thigh support.
Other new features such as the centre console and the larger cup holders mounted in the centre of the facia are designed to enhance customer utility.
The in-car entertainment system has been improved with a single-slot CD player with a six CD autochanger.
Significant improvements have been made to power train, suspension systems and body rigidity giving even smoother power delivery and sharper on road ride and handling characteristics.
"I'm sure our prospect customers will find the new premium Freelander irresistible," said Mr. Haigh.
Freelander continues to lead the market with its permanent four-wheel drive and a host of high-tech electronic systems, the New Freelander remains the king of off-roading. Anti-lock brakes, power steering and a range of electronic traction controls are all standardized.
The brakes are moderated by Electronic Brakeforce Distribution (EBD), a computer-controlled system which ensures that braking is automatically applied to maximum effect. It helps cut stopping distances, boosting safety. Unlike many rivals, the Freelander's 4x4 drive operates full-time. So all-wheel drive security is constantly there to help and protect, whenever the driver needs it.
Land Rover Thailand's vice president for marketing Sudaporn Uampornvanich said that the positioning of the new Freelander is the compact city premium SUV; marketing activities will take place both in city and country locations. The emphasis on city is a new marketing strategy of Freelander. This reflects the new dimension lifestyle of the target group who stays in town on weekdays and enjoys outdoor activities on weekends in city or upcountry. First public unveiling will be at the Bangkok International Motor Show in Bangkok, shortly followed by other motor shows in other key cities, such as Chiang Mai, Nakhon Ratchasima and Phuket.
The new Freelander will be introduced to the target groups in a well-designed promotional campaign:
Mar 18 Press conference in Bangkok
Mar 19-22 Freelander caravan around central Bangkok districts as a pre-motor show teaser campaign picking up the new "animal" advertising theme.
Mar 20- 27 Press conference in upcountry showrooms
Mar 26- Apr 4 Showcase in the Bangkok International MotorShow
Apr 24- 25 Special seven-station city themed off road customer test drive in Bangkok
May Special seven-station customer test drive in upcountry showrooms
Jun onwards Road-shows in key lifestyle locations in Bangkok together with joint promotional activities with premium brands
Land Rover Thailand today previewed this exciting new model at an innovative press conference. The preview was split across two locations, with the reveal being designed to reflect the modern city lifestyle of the Freelander customers, followed by a stunning off road display constructed on a barge in the middle of the Chao Praya River and an exciting jet-ski show. Khun Montri Watla-ead, a famous make-up artist, put a fascinating show where she created three animals in body paint evocative of the key changes in the new model. These three animals, the bush baby, gecko and bee, will form the centre of Land Rover's advertising theme for the new Freelander.
After the Bangkok International Motor Show which runs from March 26 to April 4 at BITEC, media and potential customers will be able to experience the excitement of the seven-station test track around Bangkok and upcountry until the end of May.
"To further underpin the Freelander as a true premium player, we will be working in association with a number of well-known brands in our co-promotional activities.
Freelander has become Land Rover's best selling model and has established itself as the leading compact premium SUV throughout the world. Land Rover Thailand is confident that the new Freelander will further strengthen its position as a preferred alternative to the traditional compact premium sedans and help fulfill Land Rover Thailand's target of being the top five premium auto brands in Thailand," concluded Ms. Sudaporn.
Land Rover Thailand was established in 2001, it distributes Freelander, Discovery and Range Rover models through a nationwide network of dealers: Chiang Rai, Chiang Mai, Phuket, Nakhon Rachasima, and three locations in Bangkok .
Issued on behalf of : Land Rover Thailand
For more information : Jirawat Poomarintr
(jpoomsri@landrover.com)
Tel. 0-2716-9940-2 ext. 107
Ruanruedee Taweepol
(ruanruedee.taweepol@ogilvy.com)
Ogilvy Public Relations Worldwide Limited
Tel. 0-2632-8300-7 End.
-NT-