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AUBURN HILLS, Mich.–Audi of America, Inc. and Emotive Group have announced the launch of the all-new Audi Sportscar Experience based at Infineon Raceway in Sonoma, California. The Audi Sportscar Experience is part of the newly redesigned Audi driving experience, a comprehensive, three-pronged program that also includes a national tour of major racing circuits and the upcoming Audi winter driving experience program. The Audi Sportscar Experience was developed by Audi and its strategic partner, Emotive, an automotive experiential marketing firm that produces high-profile manufacturer events and operates a number of driving programs.
The Audi Sportscar Experience was created to provide the hands-on, heart-racing thrills of driving the world’s most superbly engineered high-performance vehicles, including the just-released Audi R8 exclusive sportscar, the Audi RS 4 high-performance sedan, the luxurious and sporty 5.2 liter V10 S8, and the all-new 2008 S5, the most beautiful of performance coupes. The program is designed for bona fide enthusiasts – consumers who love to drive, appreciate exceptional vehicle engineering, and are committed to constantly improving their driving skills. Additionally, participants have access to highly acclaimed, limited volume new products from Audi.
“The Audi Sportscar Experience allows drivers to experience the thrill of speed while challenging themselves in Audi’s high-performance vehicles,” said Scott Keogh, chief marketing officer, Audi of America. “The Audi Forum Sonoma not only gives visitors a taste of the Audi brand, it also provides the ultimate venue where drivers can really test Audi’s full line of sports cars including the all new Audi R8 and S5 Coupe.”
The Audi Sportscar Experience will operate year-round from Infineon Raceway starting September 24. Using a variety of vehicles from among the Audi R, RS, and S models, the Audi Sportscar Experience takes drivers through a rigorous, behind-the-wheel instructional driving program at one of the most exciting racing circuits in the world. With its 160-foot elevation changes, challenging corners and breathtaking scenery, the 2.5-mile Infineon course has been aptly described as a small Nurburgring.
“We have developed an unprecedented experience that appeals to both thrill-seekers and car enthusiasts alike,” said Simon Holbrook, CEO of Emotive Group. “The program’s prime location in beautiful wine country at the famed Infineon Raceway, coupled with the state-of-the-art facility and exceptional high performance vehicles, make for a world-class experience both on and off the track.”
The Audi Sportscar Experience will be headquartered at the Audi Forum Sonoma, located trackside at Turn 1 of Infineon Raceway at the southern end of the beautiful Sonoma Valley. The 14,000 square-foot, state-of-the-art facility includes a lounge and café, and features spectacular views of the racetrack. Audi Forum Sonoma will serve as the base of operations for all Audi Sportscar Experience programs and for select Audi corporate events.
The Audi Sportscar Experience comprises both one- and two-day programs, including:
RS 4 One-Day Program
Designed to develop driving fundamentals, this program puts drivers behind the wheel of the Audi RS 4. Concentrating on braking, accident avoidance, car control and slalom, drivers develop their skills in a controlled manner and graduate by putting them to the test on the slalom course. ($1,295)
RS 4 Two-Day Program
This RS 4 program builds on the essentials learned in the One-Day program and adds track lapping on Infineon Raceway. Drivers will experience first-hand the remarkable capabilities of the RS 4 on one of the most exciting racing circuits in the world. ($2,495)
R8 One-Day Program
The Audi R8 is an amazing tool for honing driving skills. The One-Day program splits the driver’s time between the Audi R8 on the track and the Audi TT and all-new 2008 S5 coupe for fundamentals training. ($1,895)
R8 Two-Day Program
This program also builds on the essentials of the One-Day program and incorporates more track time in the R8. Progressive sessions in the R8 ensure that drivers responsibly approach the limits of the R8 at Infineon Raceway. Drivers will enjoy ample seat time and instruction from professional drivers who are experts in their fields, all in one of the most beautiful destinations in North America. ($3,495)
S8 Two-Day Program
The Sonoma and Napa valleys have some of the most beautiful roads in the world and the Audi S8 is a wonderful tool in which to explore them. Day 1 begins with a spectacular trip on some of the valleys’ most scenic roads. It is an experience that cannot be surpassed for beauty or driving pleasure. At the close of Day 1, drivers are invited to dinner at one of the area’s many notable restaurants. On Day 2, drivers will experience the other side of the S8’s dual character through fundamental exercises and track lapping at the racetrack. This program includes two nights’ accommodation at a five-star facility in the Napa Valley and dinner for two. ($3,295)
The Audi driving experience, which encompasses the Audi Sportscar Experience, is an opportunity to reinforce the company’s signature Truth campaign by allowing consumers to learn the truth about Audi products and the brand through exciting, hands-on driving experiences. More than 10,000 total attendees are expected across all Audi driving experience programs per year. For more information about the Audi driving experience, visit www.audidrivingexperience.com or call 1-800-466-5792.
About Audi of America, Inc.:
Audi’s history in America dates to 1969, when the brand was first introduced to the U.S. market. Today, a network of more than 260 Audi dealers currently offers a line of premium vehicles that include the Audi A3 compact; the sporty A4 sedan, Avant and Cabriolet models; the high performance S4 sedan, Avant and Cabriolet models; the high-revving RS 4 sports sedan; the design-leading A6 sedan and Avant; the all-new Audi Q7 performance SUV; the all-aluminum Audi A8; the new V10-powered S6 and S8 performance sedans; and the all-new 2008 TT Coupe and Roadster models.
About Emotive Group:
Emotive Experiential Performance is a marketing agency that creates events delivering that very special moment when a person experiences the product difference for themselves. They live it, they breathe it, they own it. This is the start of brand ownership which leads to brand loyalty and then, with Emotive’s help, a cult following. Last year more than two million people were convinced by Emotive events. Emotive has offices in Sonoma, California; London, England; and Munich, Germany. Connecting people with cars. www.emo.tv
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