The Germans are reinventing brand experience.
The Covid-19 epidemic has brought many automotive events to a halt, and the demand for luxury vehicles and supercars has suffered over this period of uncertainty. Audi and Porsche have felt the pinch, and in an effort to attract more sales, are now offering open-air cinemas to attract customers.
This special offer includes an open-air movie experience which includes films that feature Porsche and Audi cars such as the 911 and R8 and gives attendees the opportunity to try cars on a special track. Now that's what we call a unique experience.
Audi, Porsche, and Seat, all part of the Volkswagen Group, have begun organizing outdoor events to lure in more buyers. This includes activities such as watching movies, live bands, football matches, as well as the opportunity to drive cars on a dedicated test track. At this stage, these special events are currently only being held in Germany, where dealerships have started operating again after the lifting of restrictions.
Audi has revealed that it's planning on expanding this project outside of German borders, while Porsche has already begun planning for these events to be held in Los Angeles and Atlanta. Porsche has turned to these types of events after the Porsche Center in Leipzig saw a crash in the number of visitors due to the ongoing epidemic. The company's open-air cinema allows for up to 200 cars to join per event.
Films shown at the events show brand-related cars, so for instance, the film Once Upon a Time in Hollywood which features a Porsche 911 is a regular. "This is not the same as a visit to a dealership. If you go there, you usually plan to buy a car. Here you come to experience the brand and see its heritage, " said Jens Walter, marketing director of Porsche Leipzig. Audi has launched its own Urban Cinema campaign where it has been promoting the new A3 across 12 German cities. Some of Audi's events can cater for up to a thousand cars at a time, with the front rows reserved for A3 and e-tron electric owners.
Movies screened at the Audi outdoor theatre include the picture Charlie's Angels in which an Audi R8 is featured. Could this signal the revival of the classic drive-in theater? We hope so. This special experience will be available until mid-July.