Trackside Tip: Take a new kind of test-drive!

September 2nd, 2008

Diligent new car shoppers will spend days braving pushy salespeople, headache-inducing mathematics and rush-hour traffic to ensure that their final decision is as informed as possible. What many new car shoppers don’t realize is that some manufacturers host no-pressure test drive events that pit cars against their direct competition. Audi, General Motors, Mazda, and Subaru have hosted these “experiential marketing campaigns” in the past, but no manufacturer has a predictable schedule. Only Scion hosts events yearly. Events are often advertised in car magazines and convention center calendars. This summer, there are three must-drive events — and all three are free of charge!

Luxury shoppers have the chance to compare the new Hyundai Genesis against the Cadillac CTS and Mercedes-Benz E-Class at one of several free Drive Genesis events across the country. Shoppers and enthusiasts can benchmark the cars’ interior quality, driving dynamics, design elements and specifications against each other — with speed that a day of dealership hopping can’t match.

Full-size truck buyers face a market saturated with excellent products — there’s no such thing as an easy decision in the segment. Dodge thinks their 2009 Ram has the equipment and capability to win over hedging buyers, and hosts the Ram Challenge Tour to prove their point. We learned about the ‘09 Ram’s eco-friendly E85-capable powertrain and innovative RamBox in-bed cargo storage at the New York International Auto Show. Tour participants will have the chance to experience those features up close, and compare the Ram head-to-head with its competition.

BMW’s Ultimate Driving Experience allows shoppers to truly test cars’ capabilities on a closed course. Professional driving instructors offer tips that will make drivers safer and more alert — on any road, and in any car. Internet registration is unavailable; shoppers must contact a dealer to receive an invitation.

Though these events are hosted by auto manufacturers, most are staffed by third-party marketing firms whose personnel have no direct incentive to sell a vehicle. Event staff is eager to share knowledge, but never pushy. This comfortable climate could be the best way to decide on your next car.

Many happy miles,
Adam

Entry Filed under: Trackside Tips