Tailor built and has evolved the digital booking platform behind Volkswagen and Audi’s driving programmes for more than five years, connecting customer demand with course availability, pricing and the logistics of each experience.
Volkswagen and Audi use their Driving Experience programmes to bring customers closer to the vehicles and the values of each brand through training on circuits and other specialist environments.
Last Lap designs and operates the technical and practical content of the physical experience. Tailor is responsible for the digital layer that allows customers to discover and book the courses.
Driving experiences combine ecommerce with real-world capacity. Every course has a date, location, vehicle allocation and maximum number of participants. Pricing also changes according to the customer’s relationship with the brand.
The portals had to make that complexity feel straightforward for the customer while keeping each booking aligned with the operational systems behind the events. An incorrect capacity or pricing rule could become a customer-service and logistics problem on the day of the course.
The two brands needed distinct digital experiences supported by a technical foundation that could evolve season after season.
Tailor developed a shared platform supporting both brands:
A live calendar across circuits, dates and locations.
Capacity management based on the real number of places available.
Cart and checkout flows.
Three-tier pricing logic for different customer profiles.
Integration with the group’s logistics back office.
A late-2024 redesign of one portal on the same underlying foundation.
Volkswagen Driving Experience has trained more than 44,000 drivers since 2003. Over 1,600 people took part in the 2025 season alone, including more than 500 participants at its closing event at Circuito del Jarama.
For more than five years, Tailor’s platform has supported this operation by connecting customer bookings with course availability, pricing and the logistics behind each experience.