We 'forced' other SUV owners to test drive the new Patrol. On different days at different parking lots in Dubai, we blocked other SUVs by parking the new Patrol behind them. Then we left a note requesting them to move the vehicle. Once inside, they started the vehicle and a CD automatically played a special message. The message apologized for the inconvenience, explained the features of the vehicle and encouraged them to sign up for a real test drive.At the end of this message, drivers were offered a CD from the centre console. It contained brochures and videos of the Patrol in action.Since this took place in parking lots, Arabian Automobiles only needed police permissions, a shooting permit, and of course, a brand spanking new Patrol.

After their mini test drive, we invited them to sign up for a longer test drive. On average, 7 out of 10 respondents did, including drivers of Toyotas, Jeeps and even Range Rovers who are known to never consider a Patrol. (This doesn't include the woman who called the police or the angry man who beeped the horn for 10 red-faced minutes.)We'll be repeating the stunt over more weekends to amortize costs and maximize the investment. And Arabian Automobiles are so convinced of its efficacy, they have made this an integral part of their 2011 Patrol marketing plan.