Land Rover will run a music festival in order to promote its Defender SUV. The festival is titled 4XFar and it will also have a culinary and adventure component. 4XFar will run from January 18-19th in the Coachella Valley at the Empire Grand Oasis. Some of the notable performers include the Free Nationals, Mark Ronson, and Sofi Tukker.
Land Rover will build on off-road courses for its Defender SUV at the Festival. Additionally, the new SUV will be available to consumers in the spring, starting at $49,900.
The adventure component of the festival includes rock climbing, yoga, mountain biking and more. Land Rover will also have some of its partners attend like Laird Hamilton, the famous surfer.
Overall the festival indicates Land Rover is investing in experiential marketing.
Image Credit: Land Rover