Ride-and-Drive schedule
Cadillac: March 15, noon-7 p.m.; March 16-17: 10 a.m.-7 p.m.
Chrysler: March 15, noon-7 p.m.; March 16-17: 10 a.m.-7 p.m.
GM: March 15, noon-7 p.m.; March 16-17: 10 a.m.-7 p.m.
Kia: March 13-15, noon-8 p.m.; March 16-17y: 10 a.m.-6 p.m.
Scion: March 13-15, noon-6 p.m.; March 16-17: 10 a.m.-6 p.m.
Toyota: March 13-15, noon-8 p.m.; March 16-17, 10 a.m.-6 p.m.
Volkswagen: March 15, noon-5 p.m.; March 16-17: 10 a.m.-5 p.m.
The Atlanta International Auto Show literally puts consumers in the driver’s seat with the popular “ride-and-drive events” that seven manufacturers are offering during the show this year. Ride-and-drive events allow show-goers to take new cars out for a quick spin on the roads around the Georgia World Congress Center.
The drives have become increasingly popular , with more manufacturers participating each year. Automakers big (GM, Toyota) and small (Kia, Scion) will have vehicles for consumers to drive. Cadillac, Chrysler and Volkswagen will also be in on the action.
Kia has been hosting ride-and-drive events at auto shows since 2009 and finds they are a good way to engage consumers, said Kathryn Cima, manager of partnerships and experiential marketing for Kia.
Hosting rides “allows us to take the show experience one step further,” Cima said. “The booth experience is static; consumers can get in and look around a car and get detailed info. Then they can go downstairs and see how the car handles and drives. It’s a more dynamic experience.”
The automaker even makes the time that people spend waiting to drive the car memorable.
“We have a highly engaging ride-and-drive footprint, with a green screen photo opportunity and stations where people can learn about the vehicles,” Cima said.
In the green screen photo op, visitors can be photographed with the hip hamsters from Kia’s ads for the Soul, or they can see themselves as NBA star Blake Griffin jumping over an Optima.
Getting consumers behind the wheel of a Kia helps improve perception of the brand, Cima said. “They are sometimes surprised at how the cars drive and at the level of fit and finish. Most of the comments we hear start with 'Wow, I can’t believe this.’ ”
Show-goers will be able to drive the Optima Limited, Optima Hybrid, Sorento SX and Soul. Both the Sorento and the Optima are manufactured at Kia’s plant in West Point. After the drive, consumers can sign up to be contacted by Kia or local dealers, and the opt-in rate has increased every year, Cima said.
While each automaker runs its own event, they all have similar ground rules. Consumers drive on a predetermined route — no testing the acceleration on the Downtown Connector. The drives last 5 to 7 minutes and are designed to give consumers a quick preview of the car. You can get a feel for the vehicle , but the drives aren’t meant as a serious test drive like you’d take with a dealer.
Drivers must be at least 21, have a valid driver’s license and pass a Breathalyzer test before getting behind the wheel. All drivers and adult passengers are required to provide follow-up information about themselves. Passengers must be at least 8 , and a waiver of liability is required for everyone taking the ride.
There is no charge and you can sign up to drive as many vehicles as you want. The ride-and-drives fill up quickly, and the automakers will stop taking sign-ups when the slots are filled . Signing up early is the best way to ensure a drive time.
During the drive, a host rides along to answer questions and guide drivers through the course.
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