Case Studies

Executive Drive Program Effectively Exposes New Product

Client: Automotive OEM


  • Completed more than 400 executive drives with Fortune 1000 companies
  • 100% of surveyed participants feel the program was an effective way to expose the vehicle to customers who otherwise may not have considered this product
  • 100% of surveyed participants said it expanded their knowledge of the product
  • Over 62% of participants responded they had exposed the new product to at least 5 or more people

Background: The OEM was launching their new luxury vehicle and wanted to promote and obtain feedback from chief level executives likely to drive a luxury product on a daily basis.

How we did it: Penske Vehicle Services conducted a weeklong test drive with Fortune 1000 chief level executives as the centralized demo program administrator. Penske Vehicle Services handled the invitation process, securing vehicles, white-glove delivery of the vehicle, vehicle return and survey for the OEM.