Audi opens the gates of Silverstone — fans get the keys to an RS 3

© silverstone.co.uk

Audi has launched its Drive Experience at Silverstone — the circuit Britain calls the home of national motorsport. On paper it is a customer programme, but for the brand it does more than that: Audi is settling in next to Formula 1 ahead of the arrival of its own Audi Revolut F1 Team.

The first car on the menu is the Audi RS 3 Sportback. Participants, who must be at least 18, are offered something more than the usual dealer test drive on public roads — a run on a real Formula 1 track, where they can probe the acceleration, the quattro all-wheel drive and the hot hatch’s behaviour at speed. For Silverstone, this is the UK’s only driving experience held on an actual F1 circuit.

The launch is the first major product move since Audi was confirmed as the official car partner of Silverstone in a three-year agreement. Under the deal the brand will support major events, handle VIP transport, supply safety cars and provide vehicles for the Silverstone Drive Experiences programme.

Silverstone makes no secret that the bet is on experiences. Hannah Grosvenor said: “We are incredibly excited to launch the Audi Experience at Silverstone. It is a fantastic opportunity for fans to feel the sporting character of Audi for themselves, getting out on a world-class circuit behind the wheel of the RS 3 Sportback”.

The format suits Audi: instead of merely showing the RS 3 in adverts, the brand lets people feel it where speed actually belongs. Set against the build-up to Formula 1, this is no longer a test drive — it is a soft entry into a new racing era.