Land Rover G4 Challenge
21st December, 2008
Land Rover confirmed
on Friday that it will cancel the Land Rover G4
Challenge programme in order to focus more on product launches in 2009.
"Given the severity of the global economic
downturn and trading conditions, we need to make some tough decisions and that
means prioritising 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," said Phil Popham, Managing Director Land Rover.
Popham continued: "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."
A key part of the Land Rover G4 Challenge was
its commitment to the International Federation of Red Cross and Red Crescent
Societies. The Challenge was utilised as a fund generating activity for
the charity, with the aim of generating £1million over the course of the next
two programmes. Despite cancelling the Challenge, Land Rover remains
committed to this partnership.
Land Rover is not alone in scaling back
marketing activities. Japanese manufacturers have hit the headlines recently
with Suzuki and Subaru withdrawing from the FIA World Rally Championship last
week. Honda announced its withdrawal from Formula 1 earlier in December.
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