Commercial Challenge: Execute the UK launch of the modernised Defender, balancing protective legacy expectations with the need to acquire a new demographic.

GTM Strategy & Execution: Translated GTM strategy into commercial execution. Anchored the launch with an SAS: Who Dares Wins broadcast partnership, pairing this high-profile contextual alignment with targeted programmatic outreach to build an efficient conversion funnel.

Commercial Outcome: Successfully shifted market perception and generated extensive backlogs, cementing the launch as JLR's most successful modern vehicle rollout.