In the past, I’ve heard auto enthusiasts and journalists describe Audi’s as unresponsive luxury vehicles; painting them out to be simple point A to B vehicles, void of inspiration and personality. Personally, I’ve never thought that was the case, I’ve always been a fan. From a marketing perspective however, Audi’s recent “Test Drive Cube” program for their new flagship A8 is one of the more inspirational actions we’ve seen from a German Automaker in recent years. Audi described this as the first test drive that comes directly to the customer. The pilot program was first lunched in Holland with nearly 50 potential customers having packages from Audi delivered to their doors. The contents of these packages? A solitary black cube with the familiar “Engine Start/Stop” Button located on a single façade of the cube.
Once pressed, the button serves as a transmitter to the nearest Audi dealership. After the dealership receives the signal, an Audi A8 is delivered to the customer in precisely 90 minutes.
Audi called this program the “Audi Test Drive cube” as following its delivery, the customer received an exclusive 24-hour period with Audi’s new flagship A8.
With this pilot program, Audi saw a 100% response rate and a 24% conversion rate, meaning that nearly 1 out of 5 clients felt motivated enough either by the programs exclusive treatment or the vehicle itself. Following the remarkably good response of customers the program was expanded to numerous other countries. You can see the cube in action here.