Audi’s “Test Drive to the Unknown” pushes the boundaries of the test drive experience in partnership with Amazon.
Shoppers at Amazon Go’s original checkout-free store in Seattle had the option to trade their time for an Audi A6 test drive, picking up a “key box” from inside the store and heading to a car.
As the video explains, “Amazon Go reinvented how we shop. Now Audi is reinventing how we test drive.”
Customers had no idea where they were heading, as destinations varied depending on how much time the drivers were willing to commit, between 30 minutes and 3 hours.
On the test journey, drivers experienced mini adventures such as personal concerts, painting a mural and professional photo shoots.
A few select winners took longer road trips to a helicopter ride, custom suit fittings or cheese-making classes. One lucky customer won a five-day luxury adventure in Munich to test-drive the Audi A6 on the German Autobahn.
For two days, unsuspecting Amazon Go shoppers were asked to trade their time for a test drive in the all-new 2019 #Audi #A6. The surprise? They had absolutely no idea where they were going. This is: Test Drive to the Unknown. https://t.co/a1DBgtm4ZY via Audi USA
— Audi Naples (@audinaples) November 24, 2018
“As a brand rooted in innovation and pushing boundaries, we at Audi wanted to break category paradigms for what a test drive could be,” said Loren Angelo, vice president, marketing, Audi of America. “Locating our test drive at Amazon Go allowed us to experiment with a new kind of retail environment while transforming the test drive into an adventure. In doing so, customers were able to have a one-of-a-kind experience and make a car purchasing decision at a time and place that may be more convenient to them.”
— CarBuzz (@CarBuzzcom) November 24, 2018
The 2019 Audi A6 debuted at the Geneva Motor Show this past year and is on sale now with a base price of $59,895.
With no salesperson and no dealership involved—just a driver and a car—Amazon and Audi are stretching the traditional boundaries of big-ticket sales through autonomy and adventure.