As part of the launch of the New Defender, Land Rover is sponsoring the 4xFAR Festival in the Coachella Valley in California on January 18-19, 2020. The two-day festival will feature Grammy-winning music acts, various adventure and overland preparation courses, and the first public test drives of the new Defender.
The festival will be held at the Empire Grand Oasis in the Coachella Valley, which will play host to the famous Coachella Valley Music and Arts Festival (usually known as just "Coachella") a few months later. 4xFAR will replicate Coachella with its musical angle, featuring yet-to-be-announced Grammy-winning artists. There's no hint as to which artists these will be at press time, though we assume they will be more popular artists. The teaser video had a decidedly Electronic Dance Music (EDM) bent.
For Land Rover enthusiasts, the festival will also offer the first opportunity to get your hands on the wheel of a new Defender. There will be a series of purpose-built off-road courses on the property, and you can take the Defender for test drives on all of them. Also available for comparison will be the full range of other current Land Rover vehicles, from the full-size Range Rover to Discovery Sport.
There will also be an "Adventure" component to the weekend, with seminars on things such as slacklining, mountain biking, navigation, and overlanding essentials. Other, more mild subjects will also be covered, such as water bottle decorating and outdoor mixology. There will also be some "exciting culinary announcements" in the near future.
Early bird tickets for 4xFAR are $185 plus fees, with prices to rise closer to the event. Depending on the artists who will appear and your musical tastes, it may be a great way to hear some live music and get some seat time in on the newest, hottest Land Rover.
Tickets and information are available at 4xFAR.com.
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