- TRĕK 2024 adventure and skill‑based competition invites retailers to compete with an ‘embrace the impossible’ ethos and exploit Defender’s all‑terrain capability
- Fully capable and ready for adventure, the Defender 110 S competition vehicle features robust interiors, purposeful Defender accessories and a custom vehicle wrap and livery
- TRĕK 2024 references storied Defender competitions, with qualifying trials and expanded finals for Defender retailer staff to showcase their abilities in off‑road driving, navigation, Defender knowledge, and teamwork
- Winners from each wave of competition will attend the TRĕK 2024 Finals on November 20 ‑ 23, 2024 at the Land Rover Experience Center on Quail Lodge & Golf Club in Carmel, Calif.
Today, the British adventure brand, Defender is proud to announce the return of TRĕK 2024, an epic off‑road adventure and skill‑based competition. Teams of Defender retail staff channeled the brand’s ‘embrace the impossible’ ethos in customized Land Rover Defender 110 S vehicles, competing through various challenges in the rugged terrain surrounding the Land Rover Experience Center at Quail Lodge & Golf Club in Carmel, Calif.
Designed to hone and challenge each retailer's skills in off‑road driving, navigation, and team collaboration, the competition highlights the all‑terrain capability of the Defender brand and its vehicles. TRĕK is an affinity building activation that enables Defender retailers to talk to customers from an experienced, enthusiastic, and authentic position. The competition will host retailer teams from across U.S. and Canada, comprised of four members per team spanning multiple job roles including sales, service, parts and technicians. The qualifying trials took place between November 6 ‑ 15, 2024 where retailers experience the Defender ethos of embracing the impossible.
The Defender TRĕK vehicle is based on a 2024 Defender 110 S featuring a 2.0L turbocharged four‑cylinder engine producing 296 HP and 295 lb ft of torque. Grained leather seats in ebony complemented by a light cloud cross vehicle beam make up the interior. The exterior of this limited‑edition Defender is finished in a 3M Pearl White wrap with robust off‑road accessories and gear to continue the tradition of creating uniquely capable off‑road vehicles. The hood proudly displays a raised body color TRĕK logo, along with other livery around the vehicle.
Competition Ready. This vehicle is equipped with an Off‑Road Pack, Advanced Off‑Road Capability Pack, as well as an Air Suspension Pack. 18‑inch Steel Wheels wrapped in off‑road tires with over 11 inches of ground clearance will aid in the team’s ability to maneuver through difficult angles, rocky terrain and wet conditions at the Land Rover Experience Center in Carmel, Calif.
This TRĕK vehicle also features accessories such as a winch, front bumper undershield, wheel arch protection, checkered body protection, raised air intake, side mounted gear carrier, ladder and expedition roof rack. First and second row seat covers, deep sided rubber mats as well as a load space rubber mat allow for convenient cleaning after muddy adventures.
The Defender TRĕK Pack adds custom equipment to complete this special build. Proud Rhino is featured throughout the exterior including custom TRĕK Rock Sliders, Rear Ladder, Side Angle Roof Mount with Tred Pro Recovery Ramps and Door Badge. A 4‑Pod Roof Light Kit provides an aggressive look along with added visibility for traversing poorly lit areas.
The winning 10 teams from the qualifying rounds will take part in the TRĕK Finals Program from November 20 ‑ 23, 2024 at Quail Lodge & Golf Club in Carmel, Calif.
The TRĕK competition is a highly anticipated annual event for our retailers that celebrates the adventurous spirit of Defender. We’re thrilled to bring back the challenge this year for retailers to compete behind the wheel of Defender vehicles and look forward to seeing the winning teams face off in the finals in the coming weeks.
Sam Allen
Defender Brand Director
Established in 1996, the TRĕK competition was originally formed to challenge U.S. retailers’ expertise in off‑roading as an immersive experience inspired by the original Camel Trophy collection. TRĕK returned in 2020 at 4xFAR in Palm Springs, CA and subsequent competitions have taken place at The Biltmore Estate in Asheville, N.C.; the Land Rover Experience Center in Manchester, VT; and Hidden Falls Adventure Park in Marble Falls, Texas.
