Launching the New Defender at 4xFAR

January 31st, 2020 by

When Land Rover launches a vehicle, they have a tendency to take things to the next level; but when relaunching the brand new Defender, Land Rover created an event unlike any other. The 4xFAR Music and Adventure Festival, celebrating the old and new Land Rover Defender, was a sight to behold.

Music festivals admittedly have become a huge enterprise, and exceptionally popular, across the world. Events such as Coachella, Electric Daisy Carnival Las Vegas, Lollapalooza, and even Burning Man drive thousands and even tens of thousands of people to gather and party! But these events are about more than just music, with art installations, beer gardens, food vendors, and more; which means the populace in attendance is usually fairly high income.

Land Rover 4xFar Festival 086

Land Rover decided that this style of event would be the perfect way to reveal the completely redesigned Defender. Hosted at the Grand Empire Oasis in Thermal, California, near Coachella Valley (apparently the perfect music festival location), this allowed guests to a perfect off-road test drive course for the new Defender. With the full lineup of Land Rover vehicles available on display at the event, not to mention vintage Land Rovers from a wide range of years, Land Rover was bringing the brand in full.

Aside from showcasing the new Defender though, the 4xFAR weekend event included rock climbing, axe throwing, and yoga; outdoor gourmet foods and wilderness mixology classes were also available, with wine tastings and food trucks galore. Of course, it’s not a music festival without music: Scheduled performances included the Tijuana Panthers, Mahalia, LP Giobbi, Anderson .Paak and more!

Is this a better way of revealing and showcasing vehicles compared to something like a car show? Let us know in the comments!

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