• May 1, 2006

As part of its "Designed for the Extraordinary" marketing campaign, the adventurous folks at Land Rover rolled a 2006 LR3 onboard a C-130 "Hercules" cargo plane, and then the flight crew used the car's nav system to navigate the plane from Nice, France to the island of Corsica.

In true over-the-top marketing-speak, Sally Eastwood, VP marketing for Land Rover North America, says, "This is a truly extraordinary demonstration of the capability and adventure inherent within all Land Rover vehicles, and the LR3 in particular." We're not sure we'd go quite that far, but the innovative P.R. stunt should make for a cool TV spot for those interested in the "off road" capabilities of the LR3's nav system.

[Sources: Land Rover; AdWeek]


I'm reporting this comment as:

Reported comments and users are reviewed by Autoblog staff 24 hours a day, seven days a week to determine whether they violate Community Guideline. Accounts are penalized for Community Guidelines violations and serious or repeated violations can lead to account termination.


    • 1 Second Ago
  • 22 Comments
      • 8 Years Ago
      Great Stunt,Great idea,well done Land Rover."Over the Top"??.Not really ,more like over everyones heads ! at 30,000 ft !.
      As for the GPS reception.My simple Garmin ETREX summit mountaineering Handheld unit works perfectly inside an aircraft !(including a stationary Concorde !.It also performs equally as well inside my old Land Rover Discovery 1 ex works 5 door !.Even with the expedition kit on the roof rack !.
      Nuff said.
      If you ask me it's great to see what is essentially a British designed vehicle guiding an american aircraft over european airspace!.Truly international !
      Brilliant!!
      Oh by the way a Land Rover Discovery 3 was delivered to a chap in Northern Ireland by Chinook helicopter.Sure beats a low loader !
      • 8 Years Ago
      how does the GPS unit receive the singal while surrounded by cargo plane?
      • 8 Years Ago
      #6 David F, don't talk out your ass man, GPS signals are easily blocked by any contiguous metal structure. The reciever needs to see the sky. Besides GPS in average aviation navigation has to be no where near as precise as when used for ground navigation. The $100 unit at your local hardware store would do as good a job.

      GPS is used for landing, but those are altogether more precise devices.
      • 8 Years Ago
      As a former Land Rover owner and enthusiast I can say that most of the above are true...except Juan who just appears like a dim whitted simpleton with comments like "a real off-roader?" Care to point to a more capable, versatile, well traveled vehicle in the world? Im all ears my good man.

      The stunt is pretty neat and jjim points out the obvious, doesnt GPS need to be able to "see" the sky in order to receive uninterupted signals that might guide the vehicle to its destination? At any rate, the LR3 is still a very capable vehicle, sans GPS or not, so it should be able to get you where you want to go regardless; Even if your destination is not as exotic as Corsica but more the flavor of the grocery store.

      p.s. whats up with all the Land Rover bashing of late?
      Quality is WAYYYYYY UP (trust me...i use to believe the old addage that my car didnt leak oil, it was just marking its territory) and design is fairly innovative and forward looking and they are expanding their model line to include more marketing groups. I really see no faults that other car companies dont face themselves.
      • 8 Years Ago
      I thought it was a pretty creative take on a car commercial...got people's attention, didn't it? The nav performed in the air and can do the same on the ground...that combined with what the car already has going for it makes it worth checking out, imo.
      • 8 Years Ago
      What would really have been cool is if they dropped the LR3 out of the C130, had chutes deploy, land it on the road, with the engine on, and then pressed a button on the dash to release the chutes...then the camera pans to a dapper dressed Englishman in a tuxedo and he turns to the camera and says:

      "Rover, Land Rover."
      • 8 Years Ago
      My portable Garmin GPS unit picks up one satellite in the straight above orientation when I'm inside the middle of my one story house in a room where no windows are close...so you don't have to have a clear view of the sky. That's going through shingles/plywood/rafters/more plywood.
      • 8 Years Ago
      Clever stunt, I'll give them credit for that. But the reality is that you can do the same thing with a sub $100 over-the-counter GPS unit.

      Imagine then, how capable you could be offroad if you bought a cheap GPS, and put it in a real off-roader?
      Krisztian
      • 8 Years Ago
      To all Rover haters.
      The only way you should be talking smack, is if you have owned one. Reading about them does not count.
      This will eliminate about 3/4 of you.
      I have done things with my LR3 that my beloved 4x4 Suburban, rest her soul, would have only dreamed of.
      The technology and luxury in this vehicle will put most luxury cars to shame, while taking 5 of us skiing with heavy gear, in a monster blizzard, while we enjoy ourselves and bask in total comfort.
      But thats ok, the less people like them makes mine that much sweeter.
      • 8 Years Ago
      Mickster -
      You missed your calling, you should be in marketing!
      "Rover, Land rover"

      freakin' brilliant!
      • 8 Years Ago
      Yeah Sean, what is it that's the common thread of everything you just mentioned? WOOD! Dry wood is dialectrically neutral. I said contiguous METAL structure. Believe me I've tried to use a GPS inside a flying C-130, no juice, at least until I stick the antenna to a window.
      • 8 Years Ago
      Kids,
      Many valid points. However, it IS just a commercial. A creative idea to get the viewers thinking and something to get their attention. Judging by the above comments, seems to have worked. The time you spend on all the little details would probably be better spent looking up the recipe to pound cake. Just enjoy the Rover and understand Land Rover HAS come a very long way and would, undoubtably, knock any of its competitors out of the water- so get into your Hyundai or Corolla or whatever it is you're "sporting" these days and go check out the newest stuff by Land Rover- if you have enough common sense to blow on hot soup, you will be impressed. Your tow-truck, mechanical breakdown jokes are getting old... and VERY outdated and tacky.
    • Load More Comments