Land Rover cancels G4 to focus on product launches

Tough trading conditions sees international driving event called off

Land Rover has cancelled its annual Land Rover G4 Challenge in order to focus more on product launches in 2009.

The annual three-week driving competition was set to take place next year in Mongolia, with 18 international teams competing.

"Given the severity of the global economic downturn and trading conditions, we need to make some tough decisions and that means prioritising our budgets on new product launches," said Land Rover managing director Phil Popham.

"We have and will continue to take swift and decisive actions for the benefit of the business," he continued. "We will continue to look at other opportunities which will enable us to engage with our customers and reach new audiences."

When C&IT contacted the Land Rover, a spokeswoman for the automotive brand denied that any other Land Rover event work had been cancelled.

The spokeswoman also refused to provide any details on the increased focus on product launches, other than to say that most of the activity would take place next summer.

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