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Keeping Consumers on Track: Lamborghini's Track Academia
By: Emory Brown
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In the car industry as a whole, the only major lesson you get on driving a car is…well, as I think about it, no one actually gives lessons on how to drive your new vehicle. You roll into a dealership for a test drive and roll out on the streets.
 
However, in the luxury car market, Lamborghini has taken its customers' driving experience to new levels of adrenaline by developing courses on how to handle your Lambo like a professional racecar driver. 

The name of this super awesome educational program is called “Track Academia.” And who said adult education was boring? This should be added as a continuing ed class at universities around the world. Can you imagine the registration lines at the beginning of each semester? It would be bananas!
 
In a one-day course, Lambo enthusiasts learn dynamic driving techniques and performance handling while unlocking the secrets to what the car can really do on an open track. This is the ultimate adrenaline rush, especially for those who have never really opened up their engine to the full-speed experience. Driving around town in a luxury sports car is one thing. Doing the entire dash as you swing around corners to leave the guy behind you in the dust is a life-changing experience. Drivers are immersed in the racecar experience.
 
Plus, the interactive experience online is awesome. All one has to do is pick one of the three tracks they want to race and then attend a class. Not only do high-performance racing students train on the track, they also practice driving on ice. Can we say awesomesauce? Most places in the world people would consider that a hazard. The eighth deadly sin! Lamborghini has turned driving on ice into racecar bliss. You can also drive the cars online in an online game. They are defining “brand experience” with each lap.

Furthermore, if you want to take your racecar dreams to new heights, you can compete in the “Super Trofeo,” which is a geared towards young, gentlemen drivers who want to test their skill in healthy competition. NASCAR can eat its heart out with jealousy, because the cars are beautiful and the performance is out of this world.
 
Women are even driving in some of these races, which illustrates the depth of the high-performance driving education the brand is providing for its customers. Not only are they encouraging their customers to live the Racecar Rockstar life, they are also turning their customer base into a fan base as people come out to watch friends and family compete in these brand-centric events.
 
Yet the icing on the cake is that not only can consumers drive the models they know well, they can also get a chance to try out Lamborghini’s new car, the Huracan, which makes a test drive around the block for other car dealers look like a cute advertisement for Power Wheels. The saying goes, “Experience is the best teacher,” and Lamborghini is giving their consumers an experience of a lifetime. 


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About the Author
Emory Brown is an award-winning creative director/writer whose mission is to spread the gospel of what great marketers can do when they put their heads together and work together for the greater good and not the bottom line. Working with many esteemed clients, his portfolio of work ranges in genre from conservative to ultra-modern including American Family Insurance, United Airlines, Mazda 6 and RX-8, Illinois Lottery, Tyson, Miller Genuine Draft, Nike Air Force 1, and Mercedes Benz, to name a few.  
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