Land Rover has established that it will stop the Land Rover G4 Challenge program so that it can focus further on product openings in 2009. "Given the severity of the global economic downturn and trading conditions, we need to make some tough decisions and that means prioritizing 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," the Managing Director of Land Rover, Phil Popham, said. He further said, "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 chief part of the Land Rover G4 Challenge was its dedication to the International Federation of Red Cross and Red Crescent Societies. The Challenge was used as a fund raising event for the charity, with the objective of raising £1million with the next two programs. In spite of the cancelation of the Challenge, Land Rover stays committed to this joint venture.
Speaking on behalf of the International Federation of Red Cross and Red Crescent Societies, Paul Jenkins 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.
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," Popham said.