The news comes as no surprise to many as Jaguar Land Rover has gone cap in hand to the government for cash to support its business.
‘Given the severity of the global economic downturn and trading conditions, we need to make some tough decisions and that means prioritising our budgets on new product launches,’ said Phil Popham, Land Rover MD.
‘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 to come to an early close.’
Popham continued: ‘We want to thank the suppliers and sponsors who formed an integral role in the Challenge to date.
‘The Challenge played a part in bringing the adventurous spirit of our brand and products to life. We will continue to look at other opportunities which will enable us to engage with our customers and reach new audiences.’