As part of Land Rover's three year global initiative of 'Reaching Vulnerable People Around the World', the first pair of cycle response units (CRUs) are being rolled out at one of the world's biggest equestrian events, the Burghley Horse Trials.

This September will see the bikes rolled out right across theUK, as part of a vital new nationwide fleet of 26 cycles for the British Red Cross. They will help strengthen the ability of the Red Cross to respond to emergencies and people in need of assistance.

Laura Schwab, Marketing Director of Land RoverUKsaid; "From the 60 vehicles donated to the International Federation of Red Cross and Red Crescent Societies (IFRC) in 2008, 30 stayed in theUKand were installed with defibrillators.  Now these cycle response units are able to work with those donated all‑terrain vehicles, as a mobile medical unit, especially in areas where access is limited.

"We are so pleased to be able to contribute to the crucial work of the British Red Cross."

Developed with 2x2, Land Rover's bicycle manufacturer, the 26 bikes (which will work in pairs) have been custom built and will be fully equipped to save lives. British Red Cross first aiders will be geared up for emergencies and the 13 pairs of CRUs will be able to effectively navigate urban and crowded areas, reaching people faster in times of emergency with life‑saving care.

Each CRU is fully equipped with a defibrillator, advanced first aid kit and resuscitation equipment, enabling first‑aiders to respond to incidents swiftly.

Simon Lewis, Head of UK Emergency Planning & Response for the British Red Cross, said; "The cycle response units, provided by Land Rover, are an extremely useful addition to the British Red Cross emergency response capability."

"Emergencies requiring our support do not conform to geographic boundaries or particular terrain ‑ they happen anywhere. The cycles will enable us to reach people at risk, even more quickly, in a variety of challenging and life‑threatening situations. This could be vital in the first crucial moments after a cardiac arrest, when swift life‑saving treatment can make all the difference."

The collaboration between Land RoverUKand 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. It involves Land Rover supporting National Red Cross Societies in 15 countries, with each country adopting a priority programme.

Notes to Editors:

• The British Red Cross and Land Rover UKlaunched a three‑year partnership in 2010 entitled 'Reaching Vulnerable People Around the World'.
• In 2008, Land Rover donated 60 vehicles to the Red Cross, 30 of which were distributed throughout the UK.
• In 2010, Land Rover donated 30 defibrillators to go in the 30 previously‑donated vehicles, and loaned vehicles to the British Red Cross over the severe winter weather period, helping them reach vulnerable people in affected areas across the UK.
• 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. Over 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.
• 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 £4 million.
• The global initiative focuses on two extensive Red Cross community programmes in Chinaand 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 Kingdomand the United States of America.
• Land Rover's partnership with the International Federation of Red Cross and Red Crescent Societies forms part of an integrated approach to sustainability. JaguarLandRover is investing £800m in sustainable technology which includes the development of hybrid technology and the use of lightweight material.
• British Red Cross helps people in crisis, whoever and wherever they are and is part of a global voluntary network, responding to conflicts, natural disasters and individual emergencies. The organisation enables vulnerable people in the UKand abroad to prepare for and withstand emergencies in their own communities. And when the crisis is over, it helps them to recover and move on with their lives. For more information about the British Red Cross, please visit http://www.landrover.com/ourplanet
• Since 1948 Land Rover has been manufacturing authentic 4x4s that define 'breadth of capability' in their segments. Land Rover's Defender, Discovery 4, Range Rover Sport and Range Rover models are all built at the Solihullplant.  The Land Rover Freelander 2 and Range Rover Evoque are built at the Halewood plant in Liverpool.  Land Rovers are exported to over 176 countries.
• For more information or to download , please visit:
  Land Rover ‑ www.landrover.com/ourplanet
  British Red Cross ‑ www.redcross.org.uk/landrover