Jaguar Land Rover North America has recently announced that they will be sponsoring their own Land Rover “enthusiast” rally in the fall of 2014 in Beverly Hills, CA. The event will also feature the unveiling of an all new Range Rove Evoque model, designed and styled by world famous Beverly Hills socialite, Kim Kardashian.
The Rally will function as a parade of sorts, with Land Rover owners from far and wide participating in a caravan that will travel through all of Los Angeles County. Streets will be lined with vendors representing several of the event’s corporate sponsors including – but not limited to - Rolex, Starbucks, Titleist and Kettle One Vodka. The decision to locate the rally in Beverly Hills as opposed to a more traditional venue like Moab or Breckenridge stems from what Land Rover describes as a “shift in brand.”
“Our enthusiast base has evolved as our vehicles have evolved. Sure, our new models can still be driven off road, but who does that anymore? We created this event to appeal to the individuals who are buying Land Rovers today. Who wants to take the DC100 on a drive through the desert; could you imagine the sand? It gets everywhere!”
Of course, the Rally’s biggest attraction is undoubtedly the reveal of the new Kim Kardashian Edition Evoque. The special edition Evoque will forgo any engineering tweaks, instead favoring unique Kardashian styling flare, sure to “wow” fans of both the Evoque and the starlet. Rumor has it that Kardashian representatives approached Jaguar Land Rover shortly after news of the “Victoria Beckham Edition Evoque” hit the news wire. Feeling slighted, Kardashian insisted that she was better suited to represent the Land Rover brand as they are both “authentic icons of Los Angeles.”
When asked what to expect of the Kardashian Evoque, Kim responded, “It’s hot. It’s really hot.”
Can’t wait for the 2014 Land Rover Rally!
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