The first part of this new initiative involves the funding of 30 life‑saving Automated External Defibrillators (AEDs) by Land Rover to enhance the capabilities of the UK‑based emergency response vehicles, which were donated by the company to the British Red Cross in 2008.

A defibrillator is an important piece of equipment that can be used to save the life of someone suffering cardiac arrest. 30,000 people suffer from cardiac arrest each year, as a result of the heart failing to beat properly. An electric shock delivered by a defibrillator can get the heart beating again in its normal rhythm. Recent evidence shows that if a defibrillator is used within two to three minutes of cardiac arrest, up to 70 per cent of patients return to a normal heart rhythm and survive.

"Land Rover's valuable commitment to the British Red Cross has already ensured that we can swiftly respond to those who need our help", said Sir Nicholas Young, British Red Cross chief executive. "Equipping our Land Rover response vehicles with life‑saving defibrillators means that we are even better prepared for the situations we respond to, including emergencies ‑ particularly in hard‑to‑reach places ‑ and supplying first aid cover at events throughout the UK."

Colin Green, Managing Director of Land Rover UK, added: "We are absolutely committed long term to supporting the great work of the British Red Cross in our home market. Our relationship, which originally dates back to 1954, has been borne out of a need to reach vulnerable people in remote areas. The capabilities of our vehicles, 30 of which we donated to the British Red Cross for use in the UK in 2008, are being used to do just that ‑ whatever the terrain or conditions. Installing defibrillators in these emergency response vehicles will significantly enhance the British Red Cross' ability to treat people in need of immediate critical care."

The new collaboration between Land Rover UK and the British Red Cross is part of the major global partnership between Land Rover and the International Federation of Red Cross and Red Crescent Societies (IFRC), announced in August 2010. The partnership is an exciting three‑year global initiative focussed on 'Reaching Vulnerable People Around the World'. It involves Land Rover supporting national Red Cross societies in 15 countries, each country adopting a priority programme to support their Red Cross Society. Land Rover are also supporting two flagship humanitarian programmes in Sierra Leone and China, which will help over a 120,000 people over the next three years.

www.redcross.org.uk/landrover

Notes to editors

> For more information or to download , please visit:
Land Rover ‑ www.landrover.com/ourplanet
British Red Cross ‑ www.redcross.org.uk/landrover

> To download photography and video content of the 'Reaching Vulnerable People around the World' UK initiative of Land Rover and the British Red Cross, please visit: www.media.landrover.com

> The new global initiative builds upon Land Rover's commitment to the International Federation of Red Cross and Red Crescent Societies, which has seen the company pledge over £2.5 million, including the donation of 60 Land Rover vehicles in 2008

> The global initiative focuses on two extensive Red Cross community programmes in China and Sierra Leone, and provides additional support for Red Cross and Red Crescent programmes in Austria, Australia, Belgium, Brazil, Canada, China, France, Germany, Italy, Netherlands, South Africa, Spain, Switzerland, United Kingdom and the United States of America

> Land Rover's international support is already enabling the Sierra Leone Red Cross Society to reach remote communities, improve access to health care and strengthen communities so they are more resilient to face future disasters, and support young people affected by civil war. This global initiative is also supporting the Red Cross Society of China's HIV awareness programmes in the country's worst‑affected provinces, focussing on those who are particularly vulnerable to contracting HIV

> Since 1948 Land Rover has been manufacturing authentic 4x4s that represent true 'breadth of capability' across the model range. Defender, Freelander, Discovery, Range Rover Sport and Range Rover each define the world's 4x4 sectors, with 78% of this model range exported to over 140 countries. Land Rover employs 9,500 people and supports a further 40,000 jobs supported in the supply chain

> Land Rover is committed to addressing the challenges of climate change and since September 2006 carbon dioxide generated by Land Rover manufacturing activities and UK customer vehicle use has been balances through an industry leading offset programme run by Climate Care

The British Red Cross helps people in crisis, whoever and wherever they are. We are part of a global voluntary network, responding to conflicts, natural disasters and individual emergencies.

We enable vulnerable people in the UK and abroad to prepare for and withstand emergencies in their own communities. And when the crisis is over, we help them to recover and move on with their lives.

For further information please contact:

Natasha Waddington                     or           Laura Juniper
Communications Manager                           Senior Communications Officer
T: 01926 649282                                         T: 01926 649294