Case Study

Driving Sales One Test Drive At A Time Through Experiential Marketing

How GP Strategies Helped One Brand Reach Their Goal of 20,000 Test Drives in One Year

In their quest to drives sales, the senior management of a legendary high-end automotive brand set a lofty goal for their salesforce to meet, that of facilitating 20,000 test drives of vehicles in their luxury car brand over the course of a year.

To meet this daring challenge, the brand turned to their long-time training partner, GP Strategies.

The GP Strategies Solution

Drawing from a 20+ year relationship serving this automotive legend, plus our experiential marketing expertise and knowledge of how people learn, GP Strategies created a compelling program unlike any the manufacturer had ever seen.

The result was a cross-country, 20-city ‘driving experience’ that put 1,000 prospects per weekend behind the wheel of every model in the brand as part of an unforgettable 2.5-hour program, enabling each prospect to experience each vehicle under a variety of conditions to demonstrate the state-of-the-art capabilities of the line.

The Outcome

When the 20-city tour was complete, the high-end automotive brand not only accomplished the goal of 20,000 test drives, but also enjoyed a 30% spike in sales for the year. In addition, the program helped educate consumers about the vehicles’ attributes and bring their brand promise alive.

Results at a glance
When the 20-city tour was complete, the high-end automotive brand not only accomplished the goal of 20,000 test drives, but also enjoyed a 30% spike in sales for the year.

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