Alongside DDB Stockholm, Volkswagen has introduced a new and revolutionary way to test drive its cars with the aptly named pilot program Instant Test Drive. Just as simple as ordering pizza or requesting an Uber, the test drive experience is brought to consumers, on demand.
Instant Test Drive is made possible through an easy to use smartphone-tailored browser page. Users can choose which car they’d like to try and set their pick up location. The closest available car will be notified about the request and a Volkswagen-agent will head straight to the address with the car to meet them. The steering wheel is then handed over to the customer and they are given the freedom to choose their destination.
Why Its Hot: With fewer millennials buying new cars year over year and a growing popularity of companies such as Uber and Lyft, this approach by Volkswagen makes a TON of sense. Utilizing user trends and listening to what your audience wants is an integral part of what we do everyday. This stands as a key example as to how brands needs to listen and adapt in order to keep business and generate new fans.