Jaguar Land Rover is launching a TikTok channel for its Range Rover brand.
Debuting the morning of Feb. 1, by early afternoon the channel already had more than 6k followers and nearly 14k likes.
A series of reveal films highlights the exterior and interior changes to the redesigned Range Rover Velar, available to order now, priced from $61,500 in the United States.
The brand says it is the first-ever exclusive debut of a vehicle on the platform. It is already one of the most popular vehicles on TikTok, with over 5.2 billion views of the hashtag #RangeRover.
The redesigned vehicle features a new grille combined with the characteristic floating roof, unbroken waistline and flush deployable door handles.
The world of modern luxury is changing and so are expectations for experiences, says Lennard Hoornik, chief commercial officer, Jaguar Land Rover.
“Launching a Range Rover TikTok channel is an opportunity to reach diverse, new audiences with unique content; building advocacy among creators and modern leaders,” Hoornik says in a release.
But there’s more to the new channel then simply a place off toer a reveal.
“We have a responsibility in reimagining the future of mobility and modern luxury, and we cannot do this without a global community,” Hoornik says. “TikTok will help enable that ambition.”
The next generation of luxury car owners are on TikTok, says Kris Bodger, general manager, TikTok UK, global business solutions
“When they discover entertaining, authentic automotive content on the platform, the majority are inspired to find out more,” Bodger says in a release. “TikTok is increasingly a major destination for car brands looking to reach luxury buyers, both within and beyond their existing customer base.”