Land Rover is pleased to announce the creation of the Land Rover Classic Parts (LRCP) business initiative. Due to the high levels of vehicle retention and customer loyalty found within the Land Rover brand, it is acknowledged that older vehicles within the range require focused support. This initiative is to ensure customer satisfaction and consistent availability of parts to allow owners to keep their vehicles on the road with the confidence and reliability from using Genuine Land Rover Parts.

Tom Pallister, Director of Customer Service for Land Rover, described this new business initiative as: "An excellent opportunity for us to provide an improved after-market service to a clearly defined and loyal sector of Land Rover consumers."

The Land Rover Classic Parts business unit will manage the purchase, warehousing, distribution and promotion of genuine Land Rover parts for specific older models. From launch in October, the programme will cover:-

• Range Rover Classic (1970 – 1994)
• Discovery Series I (1989 to 1994 MY)

To further enhance the programme an all-new Land Rover Classic identity has been developed, which will enable customers to relate to the brand and feel assured in the knowledge, that all products offered within this programme are 100% Genuine Land Rover Parts. As with all Genuine Land Rover Parts the Classic Range will be available via the Land Rover approved franchised dealer network.

This programme will be administered separately from the Land Rover mainstream parts business. All of the commercial and logistical functions will be co-ordinated by Unipart Logistics through the Automotive Business Unit in Cowley, Oxfordshire.

The main aims of this new venture are to:

• Bring the Land Rover Classic Parts business closer to the consumer
• Support and enhance the Land Rover brand globally
• Bring specialist focus to this unique area of the Land Rover business
• Establish the Land Rover Classic brand identity and product range

With the public launch of the programme scheduled for the International Classic Motor show at the NEC, Birmingham on 22nd-24th October, exciting plans are already in place to ensure Land Rover owners see the benefits of this new business focus before the end of 2004.