Land Rover has always been a vehicle of contradictions.

With its sterling reputation and capability for traversing the roughest terrain in the most remote parts of the world, apparently if you used it to shuttle kids to school or drive it to work in the city every day, it had a tendency to break down like Britney on a comeback tour.

So it came as no surprise that as Land Rover was preparing the most important new vehicle launch in its history, the automotive press and public made some assumptions even before its introduction. Not all of them positive.

To reassure Land Rover’s customer base, and to address these perceptions head on (probably a bad term to use talking about a car), the decision was made to tell people what the car wasn’t before we told them what it was.

The plan worked. Come to find out the LR3 was the most successful new vehicle introduction in Land Rover history.

You’re welcome.