What would be the best way to inform and energize a new GR Supra owner about the amazing performance vehicle they just purchased? How could Toyota showcase Supra’s amazing capabilities after the new owner leaves the dealership?
In the fall of 2019, Toyota teamed up with the National Auto Sports Association (NASA) to give new Supra owners one day of professional high-performance driving instruction on a track. With over 50 tracks in 14 regions and a gold standard curriculum for high performance driving, NASA fit the bill to be Toyota’s nationwide partner.
Gardner Automotive Communications developed the concept, partnered with NASA and brought the program to life. New GR Supra owners received a welcome packet, within a few weeks of their purchase, explaining the program which included NASA Membership for one year, one complimentary track day plus a second optional track day on the same weekend at a 50% discount.
NASA’s High Performance Driving Events (HPDEs) include classroom training and four on-track sessions with one-on-one guidance from a professional instructor. Most Supra owners have never driven on a track before, but there are some who have spent timing learning about apexes and driving lines. What they all have in common is an amazing sports car.
Our survey results showed that over 85% of the Supra owners who attended an HPDE said their experience was either “Amazing” or “Very Good” and, over 80% said their Supra “Exceeded” or “Far Exceeded” their expectations on track. Even more said they were “Very Likely” to attend another HPDE with their Supra.
One Supra owner called the HPDE event “mind-blowing” and another claimed he’d “found his new hobby” and he had already signed up for another event. And our most exuberant attendee, who was fulfilling a bucket list item, said “I never had a better time in a car”, “The car performed brilliantly” and the experience was “great all the way around!”
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