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Car Manufacturers in Circuits

Auto manufacturers, in response to an increasingly sophisticated consumer market, are expanding their driving experience concepts into emerging markets. With nearly 1 million units produced each year, Argentina is becoming a major sales and customer magnet for automobile manufacturers, who are increasingly turning to professional circuits to showcase their products.

Activities such as car handovers, test drives, taxi rides with professional instructors, driver training programs, exhibitions, client receptions are carried out by auto-makers with the strategic purpose of binding the client to their respective brands.

Ruben Daray, journalist and former argentine driver who regularly hosts driving events for Renault, stresses that “besides hosting professional series, future motorsport facilities must also accommodate the needs of the auto industry if they are to survive”.

Test-driving is perhaps the main activity carried out by auto makers, with marketing purpose of showcasing new models to press and clients. On the product development and research side, all manufacturers engage in product testing for quality assurance before launching vehicles into the market. Maximum speeds, braking efficiency, steering, fuel consumption, among others, all come under rigorous analysis prior to the mass production phase.

The Velociudad Brand House will enable auto-makers to have their own exclusive space along the race track that can be used for hospitality, events, car launches, and test drives. Moreover, the interior design and styling of each home will be customized according to the auto company´s corporate image/preference. Luxury car makers will enjoy the convenience of a separate entrance as well as garages with direct access to a FIA Grade I track.

“A space of their own in state-of-the-art motorsport facility as Velociudad is an irresistible alternative for many manufacturers. Argentina auto industry is begging for a venue which may become a hub for road safety, drivers education, and product development. “ explains Daray,

Auto-makers of the likes of Mercedes Benz, Ferrari, Lamborghini, Porsche, and BMW are turning their attention towards professional circuits, the safest venues in which to provide a client the opportunity to experience the adrenaline of driving a performance vehicle to the limits. They will undoubtedly find the ideal sales venue in Velociudad.

Juan Emilio de Antón
Director de comunicación
Velociudad Speedcity Circuit

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