Analysis had shown that it takes two to four months to convert a lead to a sale, so communications began four months prior to LR3 availability. Historical results proved direct response print and online media as cost effective lead generators, so the new product was introduced through these media with creative that clearly indicated that LR3 was an entirely new vehicle from Land Rover. A detailed microsite allowed leads to learn more about the vehicle, while the featured in-depth direct response package, part of a three phase fulfillment curriculum, offered more information and extended an invitation to visit a local retailer to place a pre-order for the vehicle.

The pre-launch communications were very effective at generating leads for the launch. At the end of 2004 we had generated 95,000 leads for LR3 - 15% over our goal for the year. Early pre-orders of 3,100 exceeded our goal by 24%. Following the November launch, preliminary sales data looks promising, with 332 LR3 sales to handraisers through December 31, and a record sales volume month for the brand overall in December.