To showcase its vehicles and lend a fresh dose of elbow grease to its image, Land Rover is taking racing to a different level.
Instead of joining a 4x4 race circuit, such as desert racing, Land Rover has designed its own four-week competition called Land Rover G4 Challenge.
During the competition, Land Rover vehicles transport 16 adventure racers from 16 countries thousands of miles between some of the most remote locations on the globe.
At each destination, competitors exit their vehicles and race against each other using mountain bikes, climbing equipment, kayaks or their feet.
The first G4 was from March 30 to April 26. Competitors traversed New England, South Africa, Australia and Utah using a different Land Rover product in each geographic area. They drove the Freelander, Defender, Range Rover and Discovery, respectively.
While the G4 doesn't reflect circuit-based motorsports, Sally Eastwood, Land Rover North America Inc.'s vice president of marketing, says the competition communicates the "spirit of adventure" message just as a run around a track might demonstrate engine and handling supremacy.
"Where, for example, BMW has come to stand for performance, Land Rover stands for adventure," Eastwood says.
She says the G4 mirrors the lifestyles of many buyers who outfit their vehicles for travel to an adrenaline rush, rather than use the vehicle as an adrenaline rush. Remote destinations add to the G4's adventure image.