Land Rover is bringing together live music, art and wellness for an experiential lifestyle festival “4xFAR” where the public can test-drive the automaker’s 2020 Defender car for the first time. The two-day festival, set for January 18-19, 2020, will take place in Coachella Valley, California and feature an array of experiences curated by Outside Magazine.
Attendees can participate in onsite activations such as fly-fishing demos, wilderness survival and outdoor photography workshops as well as mountain biking, slacklining, yoga, climbing and spirit and wine tastings. Sports champions will also host a series of daily panels around wellness. Ongoing musical programming will feature a lineup of eclectic singers, producers and songwriters including Mark Ronson and Sofi Tukker.
Virgin Galactic pilots will share firsthand accounts of space travel with guests, and muralist James Goldcrown will showcase signature pieces, with limited edition merchandise available for purchase to ticket holders. Additionally, Camel Trophy competition winners will sign autographs and share stories of their adventures.
As part of the festival, Land Rover designated 15 acres of purpose-built, off-road courses for consumers to test-drive the 2020 Land Rover Defender alongside the company’s full range of vehicles. Guests will also have the chance to take new and vintage Land Rovers for a spin as the event will include special displays of heritage vehicles from the brand’s 71-year history.
Last Friday, Tata Motors, the Indian automaker that owns Land Rover, reported its latest quarterly earnings report which revealed strong growth of its Jaguar Land Rover (JLR) subsidiary, which accounts for about 75 percent of annual sales. Motley Fool reports that improved product mix and strong sales in China drove the car’s sale eight percent higher in Q1.