Land Rover , perhaps the brand most synonymous with off-road capability, is canceling its G4 Challenge program in order to “focus more on product launches” for the coming year. The G4 Challenge was a charitable competition that saw entrants from all over the globe attempting difficult off-road feats in Land Rover products.
More than just a charity event, the G4 Challenge was also heavily featured in Land Rover marketing in order to show off the vehicles’ off-road capabilities.
Several G4-themed vehicles were offered for sale in North America over the years (pictured is a 2004 G4 Discovery) and Land Rover featured footage and still photos of the Challenge on its web site and in promotional materials.
The events benefited the International Federation of Red Cross and Red Crescent Societies, but Land Rover says it hasn’t given up on supporting the charity.
