Land Rover Reopens Experience Centers, Makes Driving Fun

Land Rover North America is reopening its U.S.-based Land Rover Experience Centers, with programs designed to offer a fun driving experience. 

New safety measures facilitate the re-opening of the driving schools to allow guests to drive various off-road terrains in their own or new Land Rover vehicles, including the new Defender.

Coached by experts and supported by safety practices to help ensure the health and safety of its visitors and staff, the experiences allows individuals to stay close to home and enjoy the great outdoor with their vehicles, according to the automaker. 

Safety practices include new contactless signup and payment, face masks, gloves and hand sanitizer provided to guests upon arrival; fully sanitized vehicles between experiences, temperature checks for staff daily and guests prior to each experience.



The centers will now allow visitors to bring and use their own Land Rover, for additional safety.

Expert instructor coaching will no longer be offered in-vehicle. Instead, it will be delivered via two-way radio communication, hand signals and ground marshaling.

U.S. Ski & Snowboard Cross Country athlete and 2018 gold medalist Jesse Diggins was among the first to take advantage of the school re-opening, as she got behind the wheel of the new 2020 Land Rover Defender at Equinox Lodge in Manchester, Vermont.

In 2019, Land Rover announced the brand’s partnership with U.S. Ski and Snowboard, as the organization’s Official Vehicle Partner. Through the partnership, 10 athletes were chosen as brand ambassadors, including Diggins.  

The Land Rover Experience Centers are located at Quail Lodge in Carmel, California; Equinox Resort in Manchester, Vermont and the Biltmore Estate in Asheville, North Carolina.

Experiences at the centers range from one hour to full day, starting at $275.

Each experience incorporates certified Land Rover Experience Instructors who demonstrate the full capabilities of the brand’s latest SUV vehicles across numerous terrains, including water crossings, muddy ruts and rock crawls, all redesigned to be entirely outdoors.  

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