Audi UK - Professional project

Idea to delivery lead for e-tron GT experience days

The challenge

In early 2024, the brief was ambitious: drive a high volume of marketing led sales of the e-tron GT. This wasn’t a car to be explained, it was a car to be felt.

The challenge wasn’t creativity, but scale: how do you deliver a visceral, unforgettable experience at the volume required to drive real commercial impact?

Over 90 potential customers arrived to experience the e-tron GT range at its absolute limit.

As lead on the experience design, I shaped the journey to build confidence and understanding before unlocking full performance, ensuring guests left not just impressed, but ready to buy.

The day opened with an expert-led briefing, where Audi product specialists set the scene, explaining how each model performs, what to expect behind the wheel, and how to unlock the best from every drive.

From there, guests moved into a dynamic driving session designed to build confidence. Driving the e-tron GT quattro and S e-tron GT, they explored Audi Drive Select modes, active suspension and vehicle balance, gradually discovering the precision and composure that define the range.

Then came the moment everyone had been waiting for. The legendary Silverstone International Circuit, completely to themselves, in the RS e-tron GT performance. Here, guests pushed harder, braking later, accelerating sooner — experiencing first-hand the power, balance and control of the RS e-tron GT performance, rounded off by experiencing the immense stopping power of the carbon ceramic brakes.

October 2025, Silverstone The home of British racing

Speed bumps ahead!

A lot of guests. A lot of cars.

Delivering the experience at scale required proactive problem-solving. With more than ten e-tron GTs needed on site and a tight delivery window, I worked closely with logistics partners, ports and prep teams to remove friction and ensure every vehicle arrived on time and ready to perform when the odds were stacked against us.

Every guest left with their own film, edited on site and delivered at pace. Cinema level polish in real time reinforced Audi’s attention to detail while extending the experience beyond the track.

Track driving with EVs and no circuit charging? No excuses.

I introduced mobile high speed chargers ensuring the cars could run flat out throughout the event with no compromise to performance or experience.

From attendees to customers

The experience successfully converted high intent prospects into qualified leads, demonstrating the power of immersive driving experiences as a sales driver.

Audi UK - Professional project

Idea to delivery lead for e-tron GT experience days

In early 2024, the brief was ambitious: drive a high volume of marketing led sales of the e-tron GT. This wasn’t a car to be explained, it was a car to be felt.

The challenge wasn’t creativity, but scale: how do you deliver a visceral, unforgettable experience at the volume required to drive real commercial impact?

Over 90 potential customers arrived to experience the e-tron GT range at its absolute limit.

As lead on the experience design, I shaped the journey to build confidence and understanding before unlocking full performance, ensuring guests left not just impressed, but ready to buy.

The day opened with an expert-led briefing, where Audi product specialists set the scene, explaining how each model performs, what to expect behind the wheel, and how to unlock the best from every drive.

From there, guests moved into a dynamic driving session designed to build confidence. Driving the e-tron GT quattro and S e-tron GT, they explored Audi Drive Select modes, active suspension and vehicle balance, gradually discovering the precision and composure that define the range.

October 2025, Silverstone The home of British racing

Speed bumps ahead!

A lot of guests. A lot of cars.

Every guest left with their own film, edited on site and delivered at pace. Cinema level polish in real time reinforced Audi’s attention to detail while extending the experience beyond the track.

Track driving with EVs and no circuit charging? No excuses.

I introduced mobile high speed chargers ensuring the cars could run flat out throughout the event with no compromise to performance or experience.

From attendees to customers

The experience successfully converted high intent prospects into qualified leads, demonstrating the power of immersive driving experiences as a sales driver.

86%

Rated exceptional or very good

70%

Are likely to make e-tron GT their next car

Audi UK - Professional project

Idea to delivery lead for e-tron GT experience days

In early 2024, the brief was ambitious: drive a high volume of marketing led sales of the e-tron GT. This wasn’t a car to be explained, it was a car to be felt.

The challenge wasn’t creativity, but scale: how do you deliver a visceral, unforgettable experience at the volume required to drive real commercial impact?

Over 90 potential customers arrived to experience the e-tron GT range at its absolute limit.

As lead on the experience design, I shaped the journey to build confidence and understanding before unlocking full performance, ensuring guests left not just impressed, but ready to buy.

The day opened with an expert-led briefing, where Audi product specialists set the scene, explaining how each model performs, what to expect behind the wheel, and how to unlock the best from every drive.

From there, guests moved into a dynamic driving session designed to build confidence. Driving the e-tron GT quattro and S e-tron GT, they explored Audi Drive Select modes, active suspension and vehicle balance, gradually discovering the precision and composure that define the range.

October 2025, Silverstone The home of British racing

Speed bumps ahead!

A lot of guests. A lot of cars.

Every guest left with their own film, edited on site and delivered at pace. Cinema level polish in real time reinforced Audi’s attention to detail while extending the experience beyond the track.

Track driving with EVs and no circuit charging? No excuses.

I introduced mobile high speed chargers ensuring the cars could run flat out throughout the event with no compromise to performance or experience.

From attendees to customers

The experience successfully converted high intent prospects into qualified leads, demonstrating the power of immersive driving experiences as a sales driver.

86%

Rated exceptional or very good

70%

Are likely to make e-tron GT their next car

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