The purpose to hold this event in the heart of Cholistan desert is to show outside world its history and rich culture and open this area as a winter tourist destination. IMC aspires to promote Motorsports in Pakistan and through Cholistan Jeep Rally offers a unique opportunity to the Motorsports enthusiasts of the country to showcase their talent. Toyota vehicles are known across the globe as being durable and reliable on various terrains and are therefore a preferred choice for many rally drivers.