The Cadillac Ice Drive was a premium invitation-only event held in December at Vail, Colorado. For three days, 355 invited guests from 25 states were given a first-hand taste of Cadillac all-wheel drive performance through slippery driving courses laced with ice and snow. Simulated challenges included avoiding deer (no real animals were used) as well as turning, acceleration and breaking situations.
It’s worth noting that we even had to make our own snow for the event after Vail skies uncharacteristically refused to cooperate. In all, the event generated a positive shift in purchase consideration, with attendees giving it an enthusiastic five-star rating. For the record, that’s out of a possible five.