Automotive News Canada - March 2017 - 4

* MARCH 2017

Winter-driving programs expose
the general public to the all-weather
capbilities of all-wheel-drive
performance vehicles from brands
such as Mercedes-Benz and Porsche.
(PHOTO: JOE KNYCHA)

SELLING UP A

STORM

Beyond teaching car control, winter-skills programs serve
branding, marketing, customer-engagement functions
By KELLY TAYLOR
WINNIPEG

CORRESPONDENT

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 outside Sweden for the first time, while
the Porsche Sport Driving School will
begin in May.
Porsche has held Camp4 in Canada
since 1996, while Audi is hosting the
Ice Experience. Both programs will

Winter driving events are typically
the domain of luxury brands such
as Mercedes-Benz, although others such as a Ford, Chevrolet and
Dodge could be next.
( P H O T O : K E L LY TAY L O R )

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 halfhour away.

PROGRAMS SELL CARS
Mercedes-Benz Canada spokeswoman JoAnne Caza said, as with
other advanced-driving programs
offered by Mercedes-Benz, the AMG
Winter Sporting program serves a
variety of functions in Mercedes' business model.
"It's branding, it's marketing, it's
customer engagement. It's all those
things," Caza said.
"We do know from the numbers we
sell cars out of (the programs)."
Many of those customers would

have previously flown to Sweden to
partake in the program.
Travell said each carmaker's program serves not only to introduce
new customers, but to build customer
retention.
"At the prices they charge, it
allows people into the brand who
might not otherwise have been able
to."
Mercedes charged $3,995-$4,995 for
the AMG program. Porsche charges
$5,295 for Camp4 (up to $7,495 for
Camp4RS) and $2,495 for the Porsche
Sport Driving School. Camp4 and
AMG pricing includes accommodations and meals.

WORKS ACROSS BRANDS
Travell suggested it's a marketing
tool that doesn't have to be restricted to the luxury segment. The Ford
Focus RS and Mustang, Chevrolet
Corvette and Camaro ZL1, and the
high-performance versions of Dodge's
Challenger might all benefit from
such marketing.
The Mercedes program was held on
Lake Winnipeg, north of the city near
the town of Gimli, with three race
tracks and a dynamic area featuring
a 500-foot (153-metre) skid pad. There
were also two slalom courses and the
AMG arena, a short, peanut-shaped
oval used for competition.
Caza said most customers are exist-

It's branding, it's marketing, it's customer engagement.
It's all those things. We do know from the numbers we sell cars
out of (the programs).
JOANNE CAZA
Mercedes-Benz Canada spokeswoman

ing Mercedes and Mercedes-AMG
owners and that the driving programs
are designed to instill a greater appreciation of the capabilities of Mercedes
vehicles.
That's the same idea at Porsche's
Camp4, held every winter since 1996,
launched to coincide with the debut
of the 1997 911 Carerra 4, the first allwheel-drive 911.
"Porsche Driving Experience activities serve to build excitement while
also bringing new customers into the
brand," said Porsche Canada CEO
Alexander Pollich.
"Drivers get a glimpse into the
potential of our vehicles within their
comfort zone and as a result, we see
attendees' enthusiasm for the brand
and vehicles grow exponentially."

SEPARATE UNITS
Both Mercedes and Porsche say the
driving programs are expected to succeed as business units on their own,
despite the benefits to the brand.
"Although the activities can be considered entities on their own, they are
very much a part of the Porsche brand
and overarching business model,"
Pollich said.
"These programs are designed to
build dedicated skill sets that complement one another and build an appetite to advance to higher levels."
Vital to the success of the programs, said AMG lead instructor
Danny Kok and Porsche Driving
Experience manager Jennifer Cooper,
is ensuring all details of the programs
meet or exceed the expectations of
customers.
Camp4 marketing begins in August
and typically sells out by October,
Porsche spokesman Daniel Ponzini
said. Mercedes took a softer approach
to marketing given it was the first
event and hit 66 per cent occupancy of
192 available spots, Kok said.
Kok said he's both confident and
concerned that next year's program,
also in Gimli, will sell out.
"You don't want to get into a situation where you're having to disappoint customers by saying no. - ANC

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