Land Rover wants to get more teens behind the wheel by offering off-road driving courses. Gen Z is less likely to get driver’s licenses than older generations, and the car company is hoping to counteract the trend—or at least get the teens who are driving to opt for their brand. At the Kentucky Derby this year, teens could test out a Land Rover SUV while kids could drive a toy version. The event acted as a test for rolling out the Start-Off Road program, a driving tutorial for teens already available in several other countries, to select U.S. states. (MediaPost, Forbes)
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