Graydon, England – Land Rover has confirmed that it will cancel the Land Rover G4 Challenge program and focus more on product launches in 2009. The international competition saw teams compete in a variety of outdoor athletic events.

“Given the severity of the global economic downturn and trading conditions, we need to make some tough decisions, and that means prioritizing our budgets on new product launches,” said Phil Popham, Managing Director of Land Rover. “We are disappointed for the competitors who have shown so much commitment and put tremendous effort into succeeding as representatives of their nation. We have and will continue to take swift and decisive actions for the benefit of the business; unfortunately, that means the Land Rover G4 Challenge has come to an early close.”

A key part of the event was its commitment to the International Federation of Red Cross and Red Crescent Societies. The Challenge was a fund-generating activity for the charity, with the aim of generating £1 million over the course of the next two programs. Land Rover said that, despite cancelling the Challenge, it remains committed to the partnership.

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