Phillip Island trip to seal E-Tron GT deals

AUSTRALIAN Audi dealers are being armed with an exclusive two-day Phillip Island track experience to help close deals on the brand's high-performance E-Tron GT electric vehicles, described as a money-can't-buy event designed to give prospective buyers confidence in cars worth up to $309,900 plus on-road costs.

The August event at the famous Grand Prix circuit includes hot laps in the newly updated E-Tron GT range, a culinary experience with an Audi brand ambassador and accommodation at Melbourne's prestigious new One Hotel, with approximately 25-30 spots available nationally.

"We're putting together a specific event for these customers so they can drive the car at Phillip Island Grand Prix circuit over a two-day period," revealed Audi Australia head of product Matthew Dale at the recent E-Tron GT launch in South East Queensland.

The invitation-only experience represents a significant investment by Audi Australia to convert interested buyers into customers for its electric flagship, particularly as the brand launches its most powerful production car to date – the 680kW RS E-Tron GT Performance.

Dealers have discretion over which customers receive invitations, with the program targeting buyers close to signing contracts. Mr Dale told GoAuto similar programs had been offered to “high-end” Audi customers in the past, centred on the mid-engined R8 supercar.

"If a dealer has a prospective customer that is at the point of contract, they will put their name in for this, and that experience will be given to that customer," Mr Dale explained.

The strategy appears to be working, with spots already being snapped up. Mr Dale said one attendee at Audi's Formula One experience at the Australian Grand Prix in March has already ordered a Bedford Green RS E-Tron GT Performance with Serpentine Green stitching – and will be trading in a pre-facelift RS E-Tron GT.

"He's coming to this. He wants to drive the (RS E-Tron GT) Performance, but he's already currently an RS E-Tron GT customer. That's a good example of customers jumping from one to the new products," Mr Dale said.

The first day of the experience includes a detailed presentation on the car's new technology and features, followed by the culinary event. Day two is dedicated entirely to track driving with professional instruction.

"It's not just about the vehicle. We're offering a full customer experience as well to these high-end customers, to allow them to experience the sheer driving pleasure that we've got with this new Audi E-Tron GT," Mr Dale said.

The track experience serves to both showcase the car's performance and build driver confidence.

With the flagship RS E-Tron GT Performance producing up to 680kW and 1027Nm for a 2.5-second 0-100km/h sprint, proper instruction becomes crucial.

"For those customers that do want to hone their skills and build that confidence in driving a high-performance vehicle, that event's perfect for it," Mr Dale told GoAuto, comparing the experience to "jumping into an open wheeler” race car compared to some of the vehicles customers may be trading up from.

The controlled environment of Phillip Island allows customers to safely explore features like the new "push to pass" boost function that provides an additional 70kW for overtaking, the enhanced recuperation system delivering up to 400kW of regenerative braking, and the new active suspension system that limits body pitch and roll to just two degrees.

Audi's investment in the experience reflects the importance of the E-Tron GT to the brand's electric vehicle strategy and its positioning in the market more broadly.

"It's our spearhead for the BEV range. It's also our spearhead for our sports tourer as well," Mr Dale said.

The timing coincides with Audi's broader push into experiential marketing, following the brand's Formula One grid appearance earlier this year where high-rolling Australian Audi customers enjoyed exclusive access.

"We had amazing feedback from the customers that did attend that event," Mr Dale said, adding with more than a frisson of anticipation that Audi’s global debut on the 2026 F1 grid will take place in Melbourne.

For dealers, the Phillip Island experience provides a powerful closing tool for a vehicle that starts at $209,900 before on-road costs and options for the S E-Tron GT and tops out at $309,900 + ORC for the RS E-Tron GT performance.

With comprehensive standard equipment and a significant technological leap over its predecessor, the facelifted E-Tron GT now commands a significant additional investment for buyers.

"Dealerships that have a hot prospect that it's up to the dealership whether or not they want to send them to this, but they might say, 'Okay, well, you know, Matt hasn't signed the contract yet, but he's currently in an E-Tron GT. He really wants a new one. We really want to send him to this day to have the ultimate test driving experience,'" Mr Dale explained.

The program mirrors successful initiatives by other luxury brands but takes it further with the two-day format and track focus. Participants will experience all three E-Tron GT variants – the 435kW S E-Tron GT, 500kW RS E-Tron GT and range-topping RS E-Tron GT Performance.

Melbourne was chosen strategically, with participants staying at the new One Hotel on the Yarra River’s northern bank and promoted as offering “sustainability driven luxury”.

"It's a brand new hotel, which we've partnered with," Mr Dale said.

GoAuto understands that participants will be offered the experience free of charge, the exclusive nature and two-day format representing a significant investment in converting prospects into buyers for vehicles that can exceed $320,000 drive-away with options.

The late-August timing gives dealers several months to identify and qualify suitable candidates, with the experience serving as both a sales tool and brand-building exercise for Audi's electric flagship.

For customers unable to attend the Phillip Island event, Audi offers its regular Audi Driving

Experience program where people can explore the vehicles’ performance potential which, as Mr Dale dryly pointed out, “you can't necessarily do on suburban streets".