Land Rover will be fusing goodwill with the brand’s legacy for adventure. This can be clearly depicted in the brand’s ‘Land Rover G4 Challenge’ as it would be running in support of the International Federation of Red Cross and Red Crescent Societies, the world’s largest humanitarian organization.

Land Rover Managing Director Phil Popham is looking to share the success of the company, despite an uncertain future due to parent company Ford Motors existing plans to sell the franchise. In a statement, Popham enthusiastically asserts: “The Land Rover G4 Challenge is an incredible program that demonstrates our products’ breadth of capability and displays our desire to always push the boundaries of adventure. It is ideal to work as a fundraising and awareness building platform for a humanitarian organization and we are delighted that we can now make the most of the Challenge’s success and leave a lasting positive legacy by working with the International Federation.”

“Land Rover is a strong brand that has a natural fit with humanitarian organizations in general. Our association with the International Federation goes back a long way, to 1954, when Land Rover supplied a long-wheelbase Series 1 to the British Red Cross for use in Dubai as a mobile dispensary. We are now looking forward to forging closer links with the International Federation through the Land Rover G4 Challenge.”

On the other side of the partnership, CEO of the British Red Cross Sir Nicholas Young, speaks on behalf of the International Federation as he pleasantly affirms the benefits of such an association. “An association with the Land Rover G4 Challenge offers a unique and positive way for the International Federation to reach completely new audiences. It will enable us to activate projects that may otherwise not be possible. This will be a partnership that will save lives - it’s as simple as that.”

The 2009 G4 Challenge.

Unlike the previous G4 challenges in 2003 and 2006, this 2009 Land Rover G4 Challenge will be involving mixed-gender national teams, and with the still-unselected competitors coming in from 18 different regions of the world. Prior to the race itself that would take place in Asia in early 2009, a rough and rigorous elimination system would be initially implemented, wherein the overall best male and female participants would be the ones entering the Challenge itself.

But like its G4 predecessors, this 2009 G4 Challenge would still have that fascinating blend of off-road driving, adventure sports, and extreme team initiative trials. Such foundations aim to showcase individual physical fitness, essential team spirit, and not to mention the ultimate test on the tough durability of Land Rover Parts. As always, the entire Land Rover fleet will be participating, with the Range Rover Sport, LR2 and LR3 all in action as competition vehicles. With its Red Cross partnership, the goal is to raise the equivalent of at least $2 million for charitable functions. And as an additional feature, the victorious national team will win a Land Rover for their National Red Cross or Red Crescent Society.

Pleased to offer his support for the event is Martin Dreyer, winner of the 2006 Challenge. With a bit of reminiscing and comparing, Dreyer has this to say: “The last Challenge was an amazing experience and it was a fantastic feeling to win after such a tough competition against competitors from all around the world. I am sure that the new format, with national teams and more female competitors, will make the next Challenge even more exciting.”

With Land Rover’s environmental campaign, this 2009 G4 Challenge is set to have Carbon Dioxide Offsetting on its program. Such a system will ensure that amidst the adventurous competition and humanitarian assistance, environmental settings are also well protected.