Hyundai chose Millbrook for its exhilarating test drive event for prospective customers of the new i30 N performance hatchback. The event was hosted over five days and attended by more than 400 guests, who competed in themed challenges and games in addition to the driving events while connected to a heart-rate monitor to measure excitement levels.

Attendees experienced Hyundai’s first performance model under the Hyundai N range on Millbrook’s varied selection of test tracks, with 16 i30 N cars on-site, all finished in the Performance Blue launch colour scheme. Millbrook’s Mile Straight allowed Hyundai to show prospective customers the performance potential of its hot hatch, while the Hill Route, set up to simulate challenging rural roads, enabled drivers to safely repeat tight and twisty corners in the i30 N. The High Speed Bowl, featuring two miles of banked track, demonstrated the Hyundai’s stability and grip.

Each of the 427 guests were accompanied by one of 15 pro drivers provided by Hyundai to give guidance on how to get the most out of the performance potential of the i30 N. But the focus of the event was on the thrill of driving style rather than speed, with a number of skill-based challenges hosted in the hospitality buildings. Guests were connected to a heart-rate monitor throughout the driving events and challenges to measure how much the new i30 N got their hearts racing. Daily winners of the challenges were awarded with professional-assisted drives at the forthcoming World Rally Championships in Wales, of which Hyundai is a lead manufacturer.

Kevin Leaver, Head of Events at Millbrook, said: “We are honoured to host Hyundai, one of the most popular vehicle manufacturers in the world. The i30 N represents a new era for Hyundai, embracing the performance market with a performance-focused hatchback that is unrivalled in many ways. Millbrook is the perfect location for drivers to test their driving skills behind the wheel of a fast car in a controlled environment.”

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David Pugh, Marketing Director at Hyundai Motor UK, said: “i30 N is the first vehicle from Hyundai’s new performance N range and it has been engineered to deliver maximum driving pleasure – so we knew we needed to do something different for consumers in addition to standard test-drives. We wanted to design an experiential activity that was fun, competitive and that allowed people the opportunity to, not only try our new hot hatch, but to really put it through its paces. Millbrook was the ideal location for the Nth Degree Experience, offering guests the chance to really get to know i30 N and perfect their driving skills on varied and challenging routes that aren’t normally open to members of the public.”

Millbrook Proving Ground offers a safe and confidential environment for vehicle testing and demonstrations. Millbrook caters for anything from commercial vehicles to the world’s fastest performance cars. With its wide choice of venues for hire it is a perfect location for truly unique customer experiences.

 

Adam is the co-founder and editor of www.eventindustrynews.com Adam, a technology evangelist also organises Event Tech Live, Europe’s only show dedicated to event technology and the Event Technology Awards. Both events take place in November, London.