Managing test drives at scale: a smarter event solution

Over 650 test drives in just two days. How do you make that work at a live event?

Behind every test drive sits a complex operational process. Each participant needs to be validated, matched with the right vehicle, assigned a qualified driving instructor, and scheduled into a timed slot. When you begin to scale that across hundreds of people in a live environment, the complexity increases rapidly.

Until recently, there was no dedicated solution to manage this at scale. The process was entirely manual, functional but inefficient, relying heavily on people, coordination, and constant oversight. As demand grew, it became clear that this approach would not deliver the level of control, efficiency, or experience required…

Rethinking the operation

The challenge was not simply about managing demand, it was about making the operation more effective. Key questions emerged such as how vehicle utilisation could be maximised across the day, how driving instructors could be consistently and effectively deployed, and how downtime could be reduced while maintaining full visibility and control. Rather than adapting existing tools, the approach taken was to redesign the operational model first, then build the technology to support it.

A purpose-built solution

The result is a fully bespoke test drive management platform, designed specifically for high-volume live event environments. At the centre of the system is a real-time dispatch capability, accessed via interactive touch screens. This enables drive managers to monitor and manage the entire fleet dynamically, with a live view of where every vehicle and instructor is at any given moment. Vehicles and instructors are moved seamlessly through each stage of the journey, from customer waiting, to on-drive, to return. This creates a single, clear operational picture and enables proactive decision-making throughout the day.

Driving efficiency through visibility

The impact of this visibility is significant. By providing a real-time view of activity, the system allows both vehicles and instructors to be actively managed, ensuring they are continuously utilised and minimising idle time. This not only improves operational efficiency but also enhances the overall event experience. At the same time, the platform creates a complete audit trail, capturing exactly who was in each vehicle and when, which is critical for safety, compliance and insurance purposes.

Enhancing the customer experience

While the operational benefits are substantial, the customer experience has also been transformed. Large interactive digital display screens provide a clear view of live vehicle availability, helping visitors quickly understand what is available and what is fully booked. Bookings can be made throughout the day via simple, user-friendly apps, with customers able to choose between digital tickets or printed receipts. This flexibility ensures the experience is accessible and intuitive for all attendees. Following each test drive, automated communications are triggered, providing customers with details of the exact vehicle they drove, including any adaptations fitted, extending engagement beyond the event itself.

Scaling with demand

The platform has already demonstrated its ability to scale. This year, a single event delivered 655 test drives across two days at The NEC, with further events still to come. In the previous year, the system supported 586 test drives at one event, 551 at another, and 346 at a third, with volumes continuing to increase as the platform evolves.

A smarter way to deliver live experiences

What began as a complex, manual process has been transformed into a scalable, connected and highly efficient operation. By combining operational design with bespoke technology, test drive management has moved from being a logistical challenge to a strategic advantage, delivering better outcomes for both event teams and customers.

Get in touch

If you are facing similar challenges in delivering high-volume, high-complexity experiences, we would love to talk. Get in touch to explore how we can design and deliver the right solution for your event.