Experiential activities that Indian luxury car brands are doing


Opulent cars have come up with enterprising campaigns to entice new customers and expose discerning customers to fabulous interiors and technological advancement besides high performance levels. Often, curious onlookers end up as unexpected customers after they go for a trial run in some events. Mercedes, Audi, Land Rover, Jaguar and BMW have all come up with enterprising campaigns to woo customers.

Mercedes Benz StarDrive Experience

A connoisseur of cars can venture out for a driving experience at the `Mercedes Benz StarDrive Experience’ to get a spectacular feel of the power behind wheels. Since its fifth year of inception, customers have been made to sit amidst confined doors and feel the critical road situations with simulation of real life accidents. Last year about 8,000 enthusiasts and customers participated in the event. A lucky winner at this event becomes entitled to be part of the AMG Driving Academy while others have a chance to win tickets to watch the Formula-1 Indian Grand Prix Live at the Buddh International Circuit. A customer can have a personal experience of the incredible safety and technological features present in this car besides an opportunity to hone their driving skills.


Audi Quattro Cup 2014 held its annual event at The Jaypee Greens Golf and Spa Resort in Noida, on February 21, 2014. Jointly organized by Audi Delhi West & Audi Noida, the event saw some well-known golfers be part of the tournament. Cyber Sports Event Management Company handled the show. Recently, Audi launched a unique driving experience `Audi Sportscar Experience (ASE)’ at the Buddh International Circuit (BIC) in Greater Noida. As first of its kind, it gave an exclusive new experience about supercars. The event allowed the driver to understand and get intensive track training in Audi R8’s. The race track experience sharpens the driving skills in steering, handling, braking and sector training on a race track under the able guidance of an instructor.

Land Rover

Land Rover celebrated its 65th anniversary with the launch of its Special Edition LXV Defender and stresses on all-terrain potential of its vehicles in India. A Land Rover Experience Program was held wherein the owners of Land Rover and potential buyers could drive the car on rocks, steep inclines, mud, ruts and water.

Many were aghast to watch their cars perform in tough terrains.


Jaguar organized a three day event for customers in Buddh International Circuit (BIC). XF, XJ and XKR-S were on display and the event divided into Guided Laps, Dynamic Driving and Hot Laps. Participants were trained by an instructor in the first segment. Narain Karthikeyan promoted the event with his omnipresence at the event.


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BMW India came out with an aggressive campaign for its upcoming BMW 1- Series with the master blaster Sachin Tendulkar being the added attraction. To register for the campaign one had to register at and answer a few questions from the contest. Ten lucky winners got a chance to drive the 1 Series in Germany and revel in the company of Sachin Tendulkar and Armaan Ebrahim.

Such versatile campaigns by luxurious cars not only leaves a lasting impression on customers but also entices others to opt for these features and crave for their dream car.

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