Volkswagen partners with navigation app to offer driving delight
‘GTI Superdrives’ will be offered to users of the Waze app
Campaign also includes access to in-app GTI car icon
Volkswagen is partnering with Google-owned navigation app Waze to offer drivers the chance to experience some of the UK’s finest driving roads via its new ‘GTI Superdrives’ campaign.
With three distinct versions of Volkswagen’s world-famous GTI now available to UK buyers – the award-winning up! GTI; all-new Polo GTI; and iconic Golf GTI, its hot hatch offering has never been stronger. Now, to help promote the driving joy available to UK motorists via its trio of performance models, Volkswagen is launching its ‘GTI Superdrives’ programme in association with Waze.
Teaming up to locate 75 of the nation’s finest driving roads, as defined by Waze’s driving data and in association with the app’s community of two million users and its Map Editors, Volkswagen is promoting the simple joy of driving via GTI Superdrives.
Discoverable in-app for a limited period over the late summer months, the GTI Superdrives have been selected by Waze’s team of data scientists after analysis and ranking of roads based on a number of key variables. GTI Superdrive routes are scenic, yet close enough to points of interest; have the right driving conditions – including engaging corners; low amounts of traffic; and low incident reports. The data has been cross-referenced by volunteer Waze Map Editors from across the UK.
Waze, one of the most popular traffic and navigation apps in the UK, has for the first time analysed its data to identify roads that fit with the Volkswagen GTI ethos of driving enjoyment.
Users need to look for a GTI badge when the app is active. The badges have been designed to reflect the famous brown UK road signs for tourist destinations. If they are within 12 miles of a GTI Superdrive road, motorists will be able to tap on the badge to receive directions to the road.
If Waze users are not driving, they are able to find out more about the route and discover its ranking among the top routes. Once a GTI Superdrive has been located, the driver simply follow in-app instructions to discover the road.
Alison Jones, Director of Volkswagen UK, said: “Our GTI badge quite simply stands for driving joy. The three GTI models we offer today are among the most engaging cars available not just in the volume market but, in my view, at any price.
“Working with Waze, we wanted to offer more drivers the chance to get off the often congested ‘beaten track’ and instead experience the simple pleasure of driving once more.
“The aim, very clearly, is about enjoying time behind the wheel – not speeding or driving in a way that increases risk – and we believe that the intelligence of the Waze app helps drivers do just that.”
Of course you don’t have to own a Volkswagen GTI to enjoy a GTI Superdrive, although the dynamic nature of the routes naturally lends itself to the dynamic capabilities of the brand’s three performance models.
Finlay Clark, UK Country Manager, Waze commented: “The Volkswagen Golf GTI is a genuine icon and now, with the new Volkswagen Polo GTI and superb up! GTI, more drivers than ever can experience a truly great drive.
“Waze has always helped people save time on journeys, now we’re helping people discover great driving roads that are all about joy, not speed. We know that Waze users love to discover great routes, and obviously love the open road, so we can’t wait to see who can be the first to experience all of the GTI Superdrives.”