Peter Brock’s son test drives Coast track
NEW luxury cars are being ripped around a Gold Coast racetrack as manufacturers showcase latest collections in a growing marketing trend.
Professional driver James Brock - stepson of racing legend the late Peter Brock - spent four days recently at the Norwell Motorplex for Jaguar Australia's The Art of Performance Tour event.
More than 400 people test drove 30 Jaguars valued at more than $4 million between Thursday and Sunday, testing out what the cars could do.
It is the first time Jaguar has hosted a display like this on the Gold Coast but according to Jaguar Land Rover Australia Brand Experience general manager Mark Eedle it won't be the last.
"We had a full range of Jaguar models for people to drive and be driven in," he said.
"One of the key purposes is to ensure as many people as possible experience what's it like.
"It's the first one we have done on the Gold Coast and we have every intention of doing more."
Chuffed Norwell Motorplex owner Paul Morris said:"It's something we have noticed of late instead of their traditional way of marketing."
In the past year Norwell Motorplex has hosted Ferrari, Aston Martin, BMW and McLaren for showcases.
Mr Brock said how a car handled on the racetrack could translate into sales in the showroom.
"There's a much bigger focus on getting customers involved in the brand," the Melbourne-based 41-year-old said.
"Clients get to experience what the cars are all about. If they drive it, they will likely buy it."
Mr Eedle added the Gold Coast was a "strong market" for Jaguar Land Rover Australia.
"We really enjoyed being a Norwell," Mr Eedle said.
"We chose the Gold Coast because it is a key area for us," he said of the city which last month welcomed Bruce Lynton's new $9m Jaguar Land Rover showroom in Southport.