Land Rover's TRĕK Competition is Back for 2023
October 20 2023,
Land Rover, a brand synonymous with conquering challenging terrains, has unveiled its TRĕK 2023 competition. This skill and adventure-based event is designed to test the mettle of Defender retail staff from the U.S. and Canada. In the preliminary rounds held this week, 109 retailer teams, each with four members, took on a series of individual and group challenges using custom-built Defender 130 vehicles.
The Machines Behind the Challenge
The competition vehicles are no ordinary Defenders. They are based on the 2023 MY Defender 130 P400 SE and come equipped with a range of off-road accessories. From a matte black wrap adorned with carbon black TRĕK logos to specialized interior and exterior badging, these vehicles are built for adventure. The all-terrain setup includes off-road tires, a Remote Control Electric Winch, additional LED lighting, and even roof-mounted Tread Pro traction boards, among other features.
The Road to the Ultimate Showdown
The top ten teams from the qualifiers will compete in the grand finale scheduled for November 8-10. This final leg will span various terrains in Texas and culminate at Destination Defender, a weekend festival held from November 10-12 at Iron Horse Ranch in Somerville, Texas. The event not only celebrates the Defender lifestyle but also serves as a gathering point for the brand's growing community of enthusiasts.
Charlotte Blank, US Chief Marketing Officer of Jaguar Land Rover North America, emphasized that the TRĕK competition embodies the Defender brand's 'Embrace the Impossible' philosophy. The event serves as a platform for transferring invaluable off-road knowledge from seasoned experts to retail staff and, eventually, to customers.
Originating in 1996 and inspired by the iconic Camel Trophy, the TRĕK competition made its comeback in 2020 and has since been hosted at various prestigious locations, including The Biltmore Estate and the Land Rover Experience Center.
With its blend of skill-based challenges and the spirit of adventure, TRĕK 2023 promises to be an unforgettable experience for both participants and spectators alike.
