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G4 Challenge - the AR model of the future?

Rosi / 04.04.2004

The media coverage generated by the first Land Rover G4 Challenge held over in 2003 was worth in excess of $100 million according to a recent article in the Sydney Morning Herald. This would have to be considered a success by anyone\'s standards.

Land Rover dreamed up and ran the entire event, ensuring they received the lions share of endorsements and exposure. Four wheel drives are big products - a fleet of 16 vehicles racing across the country made for striking images.

The success of the first event surely means we can look forward to more of the same. But do we want to? Many \'Adventure Racers\' would scoff at the idea of competing in such a race. Surely it is the antithesis of \'human powered\' adventure races which have often looked back to more traditional ways of transport including horseback and outrigger canoes to achieve a sense of adventure.