Smart challenged people to take "the most open test drive in the world" in its 'fortwo cabrio.' This unconventional test drive had drivers hooked up to a lie detector so that they could be asked questions by their passenger. When the system detects a lie, the open sunroof on the Smart car closes and ends the test drive—so the objective is to be as honest as possible and keep the roof open to prolong the drive. Considering that this compact car is marketed as one that's "radically open," the challenge is a fitting one.
Car manufacturers are now making moves to set up inventive test drives beyond the dealership. This is now happening through pranks, partnerships with ridesharing services or coming to the rescue when cars or conditions cannot be driven in.
What's Driving This Trend
- Inventive Test Drives
- Car manufacturers are setting up unique and unconventional test drive experiences beyond the dealership.
- Prank Test Drives
- Car manufacturers are utilizing pranks in test drives to provide a memorable and engaging experience.
- Ridesharing Test Drives
- Car manufacturers are partnering with ridesharing services to offer test drives as a marketing strategy.
Who This Affects Most
- Automotive
- The automotive industry can employ inventive test drives to enhance customer engagement and brand awareness.
- Marketing/advertising
- The marketing and advertising industry can explore the use of prank test drives as a unique way to promote products or services.
- Ridesharing
- The ridesharing industry can collaborate with car manufacturers to offer test drives as a value-added service.
