IRVINE, Calif., Nov. 11, 2004 – Today, the 2005 LR3 was announced a recipient of the annual Best of What's New award from Popular Science magazine. The award recognizes the top 100 technological innovations of the year in twelve areas of consumer science. This year, LR3 takes top honor in the car category.

"To have LR3 recognized amongst the most outstanding innovations we've seen this year, by such a highly regarded publication, is a great honor for Land Rover," says Richard Beattie, executive vice president, marketing, sales and communications, Land Rover North America. "The LR3 is clearly our boldest and most significant vehicle to date, and to be recognized for the details that make this vehicle remarkable is superb."

Each year, Popular Science chooses winners across 12 categories, from cars and computing to home entertainment and personal health. The magazine's editors select products and technologies that signal a significant step into the future. The LR3 was hailed as revolutionizing the art of navigating on not-so-firm terrain, due to its innovative Terrain ResponseTM system, which allows drivers to dial in the condition they are about to face.

The all-new Land Rover LR3 is a technology-packed, premium SUV, designed to deliver outstanding performance both on- and off-road. In the United States, the vehicle is called LR3; in Europe and the rest of the world, the LR3 will be known as the Discovery 3. In both the United States and Europe, the LR3/Discovery 3 will sit at the heart of the Land Rover lineup and is arriving in dealer showrooms right now. The manufacturer's suggested retail price in the United States for the SE model is $44,995, while the HSE model retails for $49,995.

"The all-new LR3 is the most technologically advanced, boldest Land Rover ever launched in the history of the company," says Beattie. "This premium SUV, with its exceptional versatility and capability, is an excellent value, considering the amount of feature content and innovation Land Rover is bringing to the market."