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our work > GM Drive Experience at Barrett-Jackson

What began as a simple meeting between two car buffs in 1960 has emerged into one of the world’s most prestigious and anticipated collector car auctions in the world. The Barrett-Jackson Car Auction in Scottsdale, Ariz. is an event rich in tradition and history, and it's the place for people to sell and buy fine automobiles.

With such an exclusive and high-end group of people gathered in one place at one time, GM presented the Drive Experience, an off-road ride and drive designed to show off three vehicles: the HUMMER H2, H3 and Chevrolet Silverado. The goal was to have around 500 people drive the vehicles per day; the event was so popular, more than 600 people per day participated.

ESI helped bring the event to life. We oversaw construction of the drive course, including a frame articulation demonstration, a log walk and an area for navigating through deep water. We built a custom electronic data capture system to collect the names and market information of everyone who participated. We welcomed each guest and managed participant throughput.

As the Barrett-Jackson Classic Car Auction races into the future, history and tradition continue to define its role with the collector car industry. With management help from ESI, GM’s Drive Experience added fun and excitement to the show, and it gave GM a terrific opportunity to connect with consumers.