Land Rover has entered a landmark association that will see the Land Rover G4 Challenge run in support of the International Federation of Red Cross and Red Crescent Societies on its return in 2008/09. This new global partnership with the world’s largest humanitarian organisation will ensure the adventure competition leaves a positive legacy by acting as a platform to generate funds and assist life-changing humanitarian projects around the world.
Land Rover Managing Director Phil Popham said: “The Land Rover G4 Challenge is an incredible programme that demonstrates our products’ breadth of capability and displays our desire to always push the boundaries of adventure. It is ideal to work as a fundraising and awareness building platform for a humanitarian organisation and we are delighted that we can now make the most of the Challenge’s success and leave a lasting positive legacy by working with the International Federation.
“Land Rover is a strong brand that has a natural fit with humanitarian organisations in general. Our association with the International Federation goes back a long way, to 1954, when Land Rover supplied a long-wheelbase Series 1 to the British Red Cross for use in Dubai as a mobile dispensary. We are now looking forward to forging closer links with the International Federation through the Land Rover G4 Challenge.”
Sir Nicholas Young, the CEO of the British Red Cross, speaking on behalf of the International Federation, said: “An association with the Land Rover G4 Challenge offers a unique and positive way for the International Federation to reach completely new audiences. It will enable us to activate projects that may otherwise not be possible. This will be a partnership that will save lives – it’s as simple as that.”
In a significant expansion to the previous events run in 2003 and 2006, the 2008/09 Land Rover G4 Challenge will involve mixed-gender national teams. Competitors from 18 different countries will battle through a rigorous national and international selection process. The best male and female from each nation will enter the Challenge itself, which will take place in Asia in early 2009.
The event will again have off-road driving at its core, combined with adventure sports and extreme initiative challenges for an ultimate test of team spirit and physical fitness. The entire Land Rover fleet will be involved, with the Range Rover Sport, Freelander 2 and Discovery 3 all in action as competition vehicles in the distinctive Tangiers Orange colour. The victorious national team will win a Land Rover for their National Red Cross or Red Crescent Society.
Martin Dreyer, winner of the 2006 Challenge, said: “The last Challenge was an amazing experience and it was a fantastic feeling to win after such a tough competition against competitors from all around the world. I am sure that the new format, with national teams and more female competitors, will make the next Challenge even more exciting.”
The Challenge will follow Land Rover’s brand-wide environmental programme and will be fully CO2 offset, supporting specifically identified global projects through Land Rover’s partner Climate Care. This programme, coupled with considerate competition design, will ensure the event has neutral environmental impact while leaving a positive humanitarian legacy with International Federation projects around the world.