Land Rover Dealerships Set For An Off-Road Battle

Off-Road / Comments

What a cool way to show the off-road capability of a Land Rover.

Few buyers seem to care how well their luxury SUV fares off-road but this hasn't stopped Land Rover from building vehicles that can tackle the roughest terrain. Land Rover was very quick to show how capable the new Defender is by putting it through a grueling testing process. Now the UK automaker wants to show its dealerships how capable new Defender is, so it will host an off-road skills competition for North American retailers called the Land Rover TReK 2020.

The event is set to be held later this year during the launch of the new Defender with regional trials set to be held this week at the Land Rover Experience Center at the Biltmore Estate in Asheville, North Carolina.

Land Rover
Land Rover
Land Rover
Land Rover

The Land Rover TReK 2020 is a two-day competition, which includes a preliminary qualifying event and final event, consisting of various off-road experiences and challenges for sales, service, and technician personnel. Land Rover says the challenges will test participant's off-road driving, navigation, and team collaboration. This year's competition will include 53 three-person teams from around the US and Canada, each driving a custom 2020 Land Rover Discovery SUV painted in a unique livery for the event. The winner of each wave will earn a spot to compete at the TReK Finals hosted Palm Springs, California on January 2020, using customized Defenders.

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Land Rover
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"With the return of the Land Rover Defender in 2020, we are thrilled to bring back the TReK competition to put our vehicles - and the skills of our retailers - to the ultimate test," said Kim McCullough, Vice President of Marketing, Jaguar Land Rover North America. "This competition is a great way to engage our retailer network, push their off-road driving skills to the max and have some fun." Just like the Defender itself - which hasn't been sold in the US since the 1997 model year - the TReK competition is making a comeback since it was last held in back in 2003 in Colorado.

Land Rover
Land Rover
Land Rover

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