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Economic downturn kills off G4 Challenge


Land Rover has cancelled its G4 Challenge global adventure programme as the world financial crisis deepens

Land Rover managing director, Phil Popham, says the "severity of the global economic downturn and trading conditions” forced tough decisions and a re-focusing budgets on new product launches. 

“We (need) 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.

“We’re disappointed for the competitors who have shown so much commitment and put tremendous effort into succeeding as representatives of their nation.”

Popham says the G4 Challenge aimed at raising $3 million for the Red Cross and Red Crescent societies in the next two programmes. 

“Despite cancelling the Challenge, Land Rover remains committed to this partnership,” he said, though he didn’t spell out what form the future relationship might take.

Red Cross/Red Crescent spokesman, Paul Jenkins, said the partnership with the G4 Challenge “has already had a substantial impact on the lives of vulnerable people in many countries and we’re well ahead of the targets we set."


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