The crisis engulfing the global car industry has claimed a victim in the shape of Land Rover’s popular G4 Challenge programme.
G4, the successor to the Camel Trophy, has been scrapped to free up money for new product launches, the world-famous Solihull 4x4 specialist said.
The event, which raised money for the Red Cross and Red Crescent aid societies, pitted competitors from around the world in a series of events ranging from extreme off-road driving and mountain-biking to trail-running and rock-climbing. Selection trials have already been held to pick the Great Britain team for this year’s event, which was to have been held in Mongolia.
But with Land Rover and its sister company Jaguar having to ask for government assistance to help it through the cashflow crisis precipitated by the global credit crunch and economic downturn, the company has been forced to pull the plug on the event.
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 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.
“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 set up to generate funds for the charity, with the aim of generating £1million over the course of the next two programmes.
Land Rover said that it remains committed to the partnership despite cancelling the ‘09 Challenge.
Paul Jenkins, speaking on behalf of the International Federation of Red Cross and Red Crescent Societies, said: “The International Federation’s partnership with the Land Rover G4 Challenge has already had a substantial impact on the lives of vulnerable people in many countries and we are well ahead of the targets we set.
“We highly value the support we have received and look forward to strengthening relationships between Land Rover and national Red Cross Red Crescent Societies around the world.”
Mr Popham added: “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.”
