A year of planning comes together for JLR’s global Evoque launch in Liverpool
Liverpool is hosting hundreds of journalists over the coming weeks as the impressive backdrop for the global launch of Halewood’s Evoque.
Almost 800 motoring writers from more than 50 countries will visit the city this summer to experience driving the new model which promises so much for Jaguar Land Rover (JLR) and Merseyside.
The “baby” Range Rover Evoque was launched at Halewood earlier this month and will appear in showrooms around the world from September.
It has already generated 1,500 new jobs at the plant, more than £1bn of orders for Merseyside suppliers, and more than £630m in advance orders, guaranteeing full production schedules for the coming years.
But the operation to organise the launch is equally impressive after more than a year in the planning and requiring almost military precision to pull together.
About 30 journalists at a time will fly into the UK and pick up their Evoques at Anglesey before driving through the stunning scenery of North Wales before an overnight stay in the heart of Liverpool.
The following day they will complete their test drive through the city, including a stunning section through former railway tunnels, before emerging at Wapping to negotiate an off-road hazard specially built in Dukes Dock in the shadow of the ECHO Arena.
After a tour of the Halewood plant they will then fly out of the UK.
The operation involves 50 Evoques, 22 support cars and a team of 100 people to ensure everything runs smoothly.
Exploring test drive routes took two months and about 70 “mystery shopper”-style visits of hotels, restaurants and tourist attractions along the route, which will involve 5,000 miles of driving, all carbon offset by JLR.
The Liverpool launch, which involved the cooperation of a range of agencies including Liverpool council, The Mersey Partnership (TMP) and Network Rail, has impressed even hardened motoring hands.
David Sneath, general manager of Land Rover Experience, has worked on seven major launch events and said: “The Wapping tunnel drive from Edge Hill to the Liverpool docks is possibly the best thing Land Rover has ever done on a launch drive.”
JLR head of PR resources Chris Parsons is managing the event and added: “This is one of the most interesting drives we have pulled together.
“All along the route from Anglesey to Liverpool the people we have met have been very amenable and are genuinely thrilled that JLR has chosen this part of the world to launch the new Evoque.
“The route takes in some fantastic scenery and provides a full range of driving terrains so that we can show the ability and driving dynamics of the new car.”
And Halewood plant director Richard Else said: “We are delighted that Halewood operations is part of the Evoque global media launch itinerary. It is the first time JLR has offered a plant tour as part of a global media launch schedule and we are very proud to be welcoming over 700 journalists to our plant during the summer.”
TMP chief executive Lorraine Rogers said: “As well as putting the city region in the spotlight, there is a significant economic impact from all the activity taking place here during the next month.”
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