Volkswagen Driving Experience
Volkswagen Canada
Summer 2025
Race tracks in Ontario, Alberta, and Quebec
The Volkswagen Driving Experience was a national owner engagement program designed to strengthen loyalty among Golf family owners and promote the 2025 Golf GTI and Golf R models. Hosted across three major Canadian race circuits—Canadian Tire Motorsport Park (ON), Rocky Mountain Motorsports (AB), and Complex ICAR (QC)—the program provided exclusive track day experiences where guests explored the vehicles’ performance capabilities in a professional, controlled environment. The initiative targeted existing owners and enthusiasts, delivering a dynamic brand experience through hands-on driving, product education, and social media content generation.
FEL managed track program coordination across all locations, including site operations, logistics, and on-site logistics. The team collaborated with Volkswagen Canada and partner agencies to execute the event with
focus on the on-track activities including safety protocol, professional drive instructors, and vehicle logistics. FEL’s operational precision ensured a consistent brand experience across three provinces and multiple event days. The result was a fully subscribed series with strong participant satisfaction and positive social media coverage. High engagement and favourable feedback reinforced Volkswagen’s reputation for performance and community.