GIMLI, MAN. — The launch of two new advanced-driving programs in Canada suggests a growing trend in using experiential marketing to help sell performance and luxury vehicles.
“I think it is, and it’s a good thing,” said Chris Travell, director of automotive at customer loyalty consultant Bond Brand Loyalty of Mississauga, Ont.
“These programs are very effective, and they are important in reinforcing the brand’s image and getting the brand ‘out there.’”
Mercedes-Benz recently took its AMG Winter Sporting program out-side Sweden for the first time, while the PorscheSportDrivingSchool will begin in May.
Porsche has held Camp4 in Canada since 1996, while Audi is hosting the Ice Experience. Both programs will be based out of Esterel Resort north of Montréal, with Audi using the lake there and Porsche using a specially iced race track at Mecaglisse, a half-hour away.