The Audi snow drive experience: playing catch-up in the luxury car race - Marketing magazine Australia (registration)

Audi might be number one in Europe, but in Australia it is still a relatively young brand, at least compared to its fellow Germans, BMW and market leader Mercedes-Benz. As the fastest-growing premium brand of the last 10 years, Audi Australia is focused on giving its customers “more than just buying a car”, according to managing director Andrew Doyle, by facilitating adventurous experiences and creating community. This week Audi Australia launched its first local on-snow drive day with the new soon-to-be-released Q7. The brand has signed on as a major sponsor of ski resort Mt Hotham this year, covering the resort in prominent branding messages and even... In the Audi Quattro snow driving experience, for $600 a head, Audi customers and fans fly from Melbourne or Sydney in private jets to Mt Hotham, where they test out the new Q7 both on-road and off-road and even on-snow. Participants experience the Q7’s adaptive cruise control driving in a fleet along the epic turns of the Great Alpine Road, then engage the car’s offroad drive setting increasing its ground clearance to tour the Dargo Trail, normally closed in winter. Source: www.marketingmag.com.au