Delivering exhilarating experiences.
Test drives that align hearts and minds.
Alfa Romeo is a brand with high recognition and wide romantic appeal. However, when it comes to purchase, research shows that few people put it on their list of possible options. Our customer insight found that if someone with a pre-disposition towards the brand took a test drive, then Alfa Romeo became a very real consideration.
We created Proving Ground, providing over 800 prospects with the opportunity to really put the cars through their paces. This was a challenge to both experience the performance of Alfa Romeo and prove their own skill as a driver. The 3 regional track days at Millbrook, Thruxton and Croft circuits proved a huge success with over 83% of guests reporting that they were more likely to buy and Alfa Romeo after the event.