SARA PRICE Lands Land Rover Factory Drive After Road to Dakar Victory

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December 1, 2025

GRRL! SUMMARY:

SARA PRICE has turned her 2023 Road to Dakar victory at Sonora Rally into the ultimate prize – a factory drive with Land Rover Defender for Dakar 2026, plus a global ambassador role. This is exactly how it should work: women proving themselves on merit and earning the big seats that come with real support and recognition.
The Sonora Rally continues to be the proving ground where grassroots racers can earn their shot at Dakar legitimacy, with SSV competitors now racing for a free $30,000 Dakar entry in 2027. PRICE’s trajectory from Sonora podium to factory driver shows this pathway actually works – when women get the chance to compete on equal footing.
With roadbook training schools led by two-time Dakar winner Darren Skilton, Sonora is building the infrastructure to develop the next generation of desert racers. The December and February programs teach the navigation skills that separate weekend warriors from Dakar contenders – skills that don’t care about gender, just competence.