Volvo Cars

Drive Lab - XC40 Dealer Training Event

C&IT Automotive Event of 2019

In January 2018 Line Up delivered an ambitious 7 week dealer training event, in Madrid for Volvo Cars. The DriveLab event was designed for Volvo’s dealer network from Europe, the Middle East and Africa; introducing over 4000 dealers and Volvo staff to the New XC40, over a two day programme.


Line Up organised all the onsite logistics, event production and designed the driving and presentation content.


Day 1 started with an introduction to the XC40 customer at the highly contemporary Hotel Silken Puerta America; followed by a night drive through the city of Madrid. Where delegates tested the car’s urban credentials and experienced the city’s vibrant nightlife, stopping off for tapas, churros and selfies!


After the city drive participants returned to the hotel, arriving in the car park for a mini burst event, where Volvo showcased several of their other models. Guests then headed to the hotel’s iconic Sky Bar, with panoramic views across Madrid.


Day 2 was spent at the prestigious Circuito del Jarama test track for deep dive training, through a variety of workshops and dynamic driving sessions; including a challenging urban assault course.


There was a strong focus on social media throughout the event, with the emphasis being the XC40 customers habits and lifestyle and how digital media is something that permeates their lives. The event had a high social media impact through the #xc40 and #xc40drivelab on Instagram and Twitter, from the participants and the public, with one video receiving 64,500 impressions on Instagram.

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