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.