25 Premium Auto Experiences

These premium auto experiences range from VR dealership showrooms to automotive tea menus that blend great taste with exclusivity. While luxury car brands like Bentley and Ferrari are teaming up with boutique hotels to offer custom digital experiences and signature brunch menus, competitors like Lexus are enlisting the help of celebrities and artists in an attempt to appeal to Millennial audiences.

While Lexus has targeted younger consumers with immersive art installations and a design collaboration with musician Will.I.Am, BMW and Mercedes have both teamed up with rideshare services to offer experiential cab rides and test drives.

Other premium auto experiences include Aston Martin's cinematic publicity stunt that promoted the latest James Bond film release along with car-themed eateries like a gourmet restaurant that features views of a Porsche testing facility's race track.