6 October 2021

  • Land Rover Rochester crowned winner of the off-road skills competition for the brand’s U.S. retailers
  • Land Rover Riverside and Land Rover Buckhead take second and third place respectively
  • 70 Land Rover retailers from across the U.S. competed at the Biltmore Estate in Asheville, North Carolina throughout the month of September
  • Each three-person team piloted identical, specially outfitted 2022 Land Rover Defender 110 SUVs during the adventure competition

Land Rover today announced Land Rover Rochester from Rochester, N.Y. as the winning team of TReK 2021, an adventure off-road competition for the brand’s U.S. retailers at the Biltmore Estate in Asheville, N.C. Following the winning team in a close battle for second and third place are Land Rover Riverside of Riverside, Calif. and Land Rover Buckhead of Atlanta, Ga. respectively.

Inspired by the original Camel Trophy competition, Land Rover TReK 2021 is a multi-day event, comprised of qualifying trials and finals, for Land Rover retailer staff designed to educate and test personnel with a variety of four-wheel drive adventure tasks. The competition combines skill challenges in off-road driving, navigation and team collaboration to put retailer teams from across the U.S. to the test.

During this year’s competition, 70 three-person teams – each representing Land Rover retailers from across the U.S. – competed in head-to-head team and group challenges in 70 identically customized 2022 Land Rover Defender 110 SUVs. Of the 70 teams at the qualifying trials, seven went on to vie for the overall win in the finals.

The qualifying retail teams that competed in the Land Rover TReK 2021 finals were:

  • Land Rover Bedford (Bedford, New Hampshire)
  • Land Rover Buckhead (Atlanta, Georgia)
  • Land Rover Nashville (Brentwood, Tennessee)
  • Land Rover North Atlanta (Alpharetta, Georgia)
  • Land Rover Palm Beach (West Palm Beach, Florida)
  • Land Rover Riverside (Riverside, California)
  • Land Rover Rochester (Rochester, New York)

“The participation from our retailer network at this year’s TReK competition has been outstanding,” said Joe Eberhardt, President & CEO, Jaguar Land Rover North America. “Competition and comradery were at the highest level and each team truly exemplified the brand’s true passion and spirit of adventure. Congratulations to the overall winners.”

For more information about Land Rover TReK or the new Land Rover Defender, visit

Notes to Editors

Information about Land Rover North America products is available to consumers at Visit for news releases, high-resolution photographs and broadcast quality video footage. Additional media updates are available on Facebook (LandRoverUSA) and Twitter (@interactivelr).


About Land Rover

Founded in 1948, Land Rover designs and engineers its vehicles in the United Kingdom. For almost 70 years the brand has built a reputation for providing its clientele with some of the most luxurious and capable vehicles in the world; whether driving through the heart of the city or traversing the countryside on- and off-road. Today's Land Rover lineup includes the Defender; Discovery and Discovery Sport; Range Rover, Range Rover Sport, Range Rover Velar and Range Rover Evoque. Land Rover is fully engaged with sustainability initiatives and social concerns with continuous involvement in environmental and community programs. For more information, visit the official Land Rover website at


About Jaguar Land Rover

Jaguar Land Rover is the UK’s largest automotive manufacturer, built around two iconic British car brands: Land Rover, the world’s leading manufacturer of premium all-wheel-drive vehicles; and Jaguar, one of the world’s premier luxury sports sedan and sports car marques.

At Jaguar Land Rover we are driven by a desire to deliver class-leading vehicles, providing experiences people love, for life. Our products are in demand around the globe and in 2020 we sold 425,974 vehicles in 127 countries. 

At heart we are a British company, with two major design and engineering sites, three vehicle manufacturing facilities, an Engine Manufacturing Centre and soon to be opened Battery Assembly Centre. We also have vehicle plants in China, Brazil, India, Austria and Slovakia. Three of our seven technology hubs are in the UK – Manchester, Warwick (NAIC) and London – with additional sites in Shannon, Ireland, Portland, USA, Budapest, Hungary and Changshu, China.