Founded in 1967 by Ed Pearlman, the National Off-Road Racing Association (NORRA) helped establish organized desert racing in Baja California with the original Mexican 1000 Rally. The inaugural race, which ran from Tijuana to La Paz, launched what would become one of the most famous off-road competitions in the world. Over time, the event evolved into the Baja 1000 before the Mexican 1000 rally format was revived in 2010.
The modern 2026 edition of the NORRA Baja Mexican 1000 will take place from April 30 to May 8, traveling from Ensenada to San José del Cabo. The rally follows a vintage, old-school racing format across the Baja California Peninsula and features classes for motorcycles, UTVs and trucks. One of the top prizes includes $100,000 for competitors in the 6100 class.
Spanning roughly 1,400 miles, the off-road rally has become one of the few racing events that blends competition with the culture, food and scenery of Baja California. Participants range from legendary off-road racers and current stars to adventure-seeking amateurs and longtime Baja enthusiasts. Vehicles vary just as widely, from vintage race machines to modern, state-of-the-art off-road cars.
Among the incentives for competitors is a $40,000 challenge for side-by-side vehicles. These high-performance, four-wheel-drive utility vehicles compete in dedicated classes, including Pro UTV Open, FI, NA and Stock, over the same 1,000-plus-mile course used by larger race vehicles. Typically equipped with reinforced safety cages, advanced suspension systems and GPS navigation, the agile machines are designed to withstand Baja’s demanding terrain.
The event also includes the Safari Baja Expedition, designed for participants who want to experience the route without formally competing. NORRA continues to honor the sport’s history while embracing its future.
Pearlman’s influence on off-road motorsports remains significant. A U.S. Marine who served in the Pacific during World War II, he organized informal jeep races for troops while stationed in Guam to boost morale. After returning home from the war, Pearlman purchased a surplus jeep and spent three months traveling through Baja in search of fishing spots. Later, he and his wife, Shirley, opened a chain of flower shops in California’s San Fernando Valley.
In 1966, Don Francisco joined Pearlman and a group of California-based off-road enthusiasts to help establish NORRA. Francisco played a key role in organizing the first Mexican 1000 in 1967. Using his experience as a pilot, he helped chart the racecourse and determine service stop locations. With his personal aircraft, modified to operate on lower-octane pump fuel, Francisco also transported VIPs and members of the press along the course during the event. He worked with Pearlman to develop the sport’s first set of rules and racing classes.
With less than 40 days remaining before the rally begins, preparations are underway for what organizers call one of the purest off-road adventures in the world. Registration for the 2026 event opened January 6.
