Global downturn puts an end to global adventure competition
19 December 2008

Land Rover has cancelled its G4 Challenge programme as the economic downturn squeezes the British manufacturer’s budget.

“We have and will continue to take swift and decisive actions for the benefit of the business,” said Land Rover managing director Phil Popham.

“Unfortunately that means the Land Rover G4 Challenge has to come to an early close.”

>> See more pictures of G4 Challenge

He confirmed that next year’s event will not take place.

The G4 Challenge was an adventure competition in aid of the Red Cross that pitted competitors from across the world in a series of events, usually in tough climates, using Land Rover vehicles.

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Comments
8

19 December 2008

Sorry Ian Tonkin:

http://www.autocar.co.uk/blogs/anythinggoes/archive/2008/12/08/games-strains-and-automobiles.aspx

I did try to point out to you that this was not the smartest of moves by Land Rover, but you couldn't see it.

19 December 2008

It's not that he couldn't see it because I don't think he disagreed with you. He just responded to your question about keeping marketing going in the face of adversity. He could equally say that you couldn't see it either because he's right too : you don't abandon all marketing when you're not doing well. Not all of it.

19 December 2008

Come on Steve, this G4 mullarkey is as I said an indulgence for hooray henrys and henriettas pretending to do 'a Ray Mears' whilst actually probably p1ssing off herdsmen in Outer Mongolia. The idea for L/Rover was the same hoorays would be back in a few years once passed their medic studies, accountancy partnerships or whatever and become good little Land Rover mummies and daddies. It's a tired, threadbare format that was done to death over decades under the Camel Trophy banner. Surely to god they must have run out of uncharted wildernesses to conquer, thanks to 'the best 4x4 by far'? There was once glamour and genuine adventure in this type of thing, like the Darien Gap adventure with the then new Range Rover in the early 70s, if I recall right. Now it's naff, crass, indulgent and a luxury for a company on its knees, sacking over 1,000 workers already. See how Honda have reacted, to an overall much less life-threatening situation, in contrast. Likewise the action by Tata to sponsor Ferrari Scuderia is equally crass and dim-witted, given current circumstances.

19 December 2008

One can analyse whether it is bad commercial sense. Crass, naff and indulgence for hooray henrys is your emotive opinion alone, I suspect. I certainly don't agree.

22 December 2008

Well if they were as reliable as my Land Rover Discovery, they would never make it, to see my horror story please visit my website www.LandRoverHell.com

22 December 2008

Talking of naff and crass. Do you think you could take your vindictive and repellent website away ? Talk about losing with bad grace. Give up man. Let it go. It's taking over your life. Sell your car and get a nice Lexus. They're top of the J D Power rankings, aren't they ?

22 December 2008

It is very sore taste for someone to advertise their damning website on a motor forum.

Maybe said person should 'get a life?'

Global Warming.. My Rs

22 December 2008

[quote Jaydub]

It is very sore taste for someone to advertise their damning website on a motor forum.

[/quote]

Quite, if it is that bad why not throw in the towel and get something allegedly more reliable like a Land Cruiser?

I had a Disco3 and it never gave me any grief, great cars - long may they contunue.

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