Conceived by John Ficarra, The 2904 arose as a response to the high-end “lifestyle” automotive rallies such as Bullrun and Gumball 3000. It also serves as a response to the high-dollar coast to coast record attempts by Alexander Roy, as well as drawing inspiration from endurance events like The 24 Hours of LeMons and the original Cannonball Baker Sea-To-Shining-Sea Memorial Trophy Dash.
