The Grand Tour: Auto Makers Offer Exclusive Travel Experiences to Owners

Bugatti organized a 10-car caravan through California as part of its Grand Tour.

Courtesy Bugatti

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Luxury auto makers don’t stop catering to their owners once the cars drive off the showroom lot. They want to maintain goodwill, and they want repeat business. Improving the service experience is part of that, since it’s a low point for many buyers. Many high-end auto makers have been adding amenities—including cafes, screening rooms, and even massage tables—to the lowly waiting room. 

Consumers will also want to buy from a marque again if they love the car, and that’s not likely to happen if the vehicle mostly sat in the garage. And that explains the latest trend—auto makers offering fun “experiences,” including scenic drives and visits to racetracks, for their owners. Here’s how several auto makers are building their customers’ enthusiasm level.


The German auto maker recently announced it is expanding its partnership with 1 Hotels to new properties in San Francisco, Nashville, and Hanalei Bay, Hawaii. Hotel guests will get discounted rates and be able to drive Audi’s electric e-tron via guest shuttles and chauffeured drives. The hotels will also arrange local excursions for guests in e-tron SUVs. Audi has also hosted professional driving instruction for owners at tracks such as Sonoma Raceway in California. 


Over five days and nights, Bentley owners can take a road trip that includes a visit to the company’s home base in Crewe, England, for a tour. The trip also includes an intimate private dinner; visits to Peak District, the Yorkshire Dales, and the Cairngorms; and travel as far north as the Macallan Estate

in Scotland. The Macallan single-malt whisky distillery, founded in 1824, is a global partner of Bentley. There are four tours in 2022, and the double-occupancy price is £11,350 (about US$13,800 at

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