Cost Cutting Continues: Land Rover Cancels G4 Challenge
December 22, 2008
Just when we got a momentary reprieve from the cloud hanging over motorsports, another storm front moved in. This time, it's a release from Land Rover confirming that the Land Rover G4 Challenge has been canceled to save money.
In the Land Rover G4 Challenge, 18 teams of one man and one woman each, representing 18 countries, traveled to a remote corner of Asia for a three-week "off-road driving and multi-sport adventure" featuring Land Rover SUVs. More than just an off-road competition, the G4 Challenge helped to raise money for the International Federation of Red Cross and Red Crescent Societies. The goal of the series was to eventually raise one million British Pounds for the cause.
In a statement, Land Rover Managing Director Phil Popham said:
"Given the severity of the global economic downturn and trading conditions, we need to make some tough decisions and that means prioritizing our budgets on new product launches. We are disappointed for the competitors who have shown so much commitment and put tremendous effort into succeeding as representatives of their nation. We have and will continue to take swift and decisive actions for the benefit of the business; unfortunately that means the Land Rover G4 Challenge has to come to an early close. We want to thank the suppliers and sponsors who formed an integral role in the Challenge to date. The Challenge played a part in bringing the adventurous spirit of our brand and products to life. We will continue to look at other opportunities which will enable us to engage with our customers and reach new audiences. This relationship is something Land Rover highly values and we are proud that it helps to save lives. We will continue to build on the incredibly successful partnership we have with the International Federation and the funds generated to date prove this success."
Land Rover said it is still committed to its relationship with the Societies. Back in July on its 60th Anniversary, Land Rover donated 60 vehicles to the British Red Cross. In 2007, the company donated 250,000 pounds to the Red Cross Society of China for an HIV program and over 100,000 pounds to the Mongolian Red Cross for their Social Care Projects.
Source: Land Rover