As the brand reaches out to more and more Indians, Audi enables sportscar enthusiast to experience Audi’s sportiness, progressiveness and sophistication on the racetrack.

Audi in India is hot on BMW’s trail to displace it from the foremost seller of luxury cars. In a slow market Audi is doing all it can to reach out to as many people as possible and make the brand more well recognized. While it continues to be a premium car manufacturer, Audi has realized that to be successful it needs to widen its base.
The biggest proof of this concept has come from the second edition of Audi sportscar experience (ASE) 2013, the initiative for sportscar enthusiasts to receive specialized training in the Audi R8 V10 plus on the Buddh International Circuit, Greater Noida. The experience which anyone can enjoy was for about a lakh of rupees last year but has been slashed to Rs. 30,000 this year.

The ASE is a first of its kind driving program in India to be conducted exclusively with high performance sportscars, and gives enthusiasts an opportunity to understand, drive and experience the Audi R8 V10 plus, Audi RS5, Audi S4 and Audi TT. This unique driving experience was introduced to Indian sports car fans last year on the BIC, Greater Noida and MMSC track, Chennai where nearly 400 sportscar enthusiasts got an opportunity to experience these cars on the track in 2012.

“If you are a true motoring enthusiast and have a dream of sitting behind the wheels of one of our most powerful models, the Audi R8 V10 plus, on an international racetrack, then this is the perfect opportunity for you to explore the adrenaline-pumping atmosphere of pure sportscar driving. I am extremely delighted to take the Audi sportscar experience into its second year in India. This unique motoring experience takes the driver to all-new levels of performance under the tutelage of Audi’s expertly trained instructors. This is an extraordinary, high-caliber motorsport experience that requires complete concentration to learn the skills required to take full advantage of our highly advanced flagship sportscar,” said, Michael Perschke, Head, Audi India. With a strong motorsport background and a wealth of technical know-how, Audi’s team of specially trained and highly qualified instructors will guide enthusiasts in the nuances of circuit driving at par with global standards. Audi India racing talent Aditya Patel, who last year helped his team to a class victory in the 24 hours of Nürburgring in an Audi TTS, will lead the team of Audi driving experience instructors.

“I have been a part of the Audi sportscar experience since its roll-out in India. I have mentored people in the nuances of circuit-driving and they have gone back with a lifetime experience. I am so proud to take ASE to its second year and hope more and more people will indulge in this thrilling but safe experience,” said Audi Racing talent, Aditya Patel.

Special guest participant and ace Indian Driver, Karun Chandhok said “It is always exciting to drive Audi sportscars, and this is a great initiative for enthusiasts. It is a fantastic way for anyone to experience the thrill of circuit driving using refined techniques, and a glimpse of what lies ahead in motorsport.”
It is clear that with this initiative Audi wants to get people, prospective customers and customers talking about it. For car makers this is increasingly becoming the point to remember and building loyalty is nothing new, but the way it is done today requires agility and the ability to adapt to fast-changing times.

Audi experience
The unique driving experience program offers one of the most attractive formats, with dynamic slalom and lap training modules, internationally acclaimed instructors and a fleet of powerful Audi sportscars. This is the first driving program in the country to be conducted exclusively with high performance sportscars, and gives enthusiasts the opportunity to understand, drive and receive intensive training in the exceptionally engineered Audi sportscars.
This exclusive event is strictly limited in numbers, ensuring maximum individual time for each participant behind the wheel of these high-performance cars and personal attention from the specially trained instructing staff. A quantum leap in terms of performance motoring, the Audi sportscar experience takes the true enthusiast to their limits and beyond.

Audi sportscar experience, a Two-phase program:
Sporty and dynamic: The racetrack experience focuses on sharpening a driver’s skills such as handling, steering, braking and sector training on a racetrack, under the guidance of an instructor. The sector training is designed to acquaint a driver with all of the racetrack’s particular features and work out the racing line one bit at a time, before they proceed to tackle the entire circuit.

Realistic and Thrilling: The racetrack experience advanced focuses more on understanding the racing line, over and under steering and regularity tests to master the entire race circuit. This exclusive program promises the ultimate in dynamic performance and fun at the wheel. The advanced version will give people a taste of realism in circuit driving. The guided driving and regularity tests that give participants the opportunity to demonstrate that they can follow the racing line cleanly and safely, and clock the target times, make the advanced version so much more real.
The company has already opened new Audi showrooms in Mumbai South and Lucknow so far this year. Last year, the luxury carmaker opened new showrooms in Raipur, Kanpur, Goa, Navi Mumbai, Coimbatore, Delhi West, Nagpur and Bhopal. Further developments include Noida and Vadodara among others.