H.R. Owen Group Drive Programme


Events – Qualified prospects drive event
Partnerships – Creating prospect pools
CRM – Customer profile building
Brand – Group brand event kit to create customer engagement


Toni, Annlouise, Andy, Rebeka, Amanda, Sarah

Founded in 2013, Tonic is behind the success of H.R. Owen’s renowned Group Drive Programme; the only multi-marque supercar drive event of its kind.

The programme represents a sales-led, adrenalin fuelled range of drives at the best tracks and closed roads in the country including iconic sites such as Goodwood, Millbrook, Longcross and Oulton Park.

The programme hosts over £3-million worth of luxury cars at each event, and invites over 70 prospective customers. Strong conversion to sales ratios averaging 30% and increased Group brand recognition has ensured these events remain on the calendar year after year.

Managing all elements including track sourcing and site visits, providing pro-drivers, hosts and drive-coordinators, organising catering, branding and event styling, risk assessments and all customer facing documentation.


Hot housing qualified prospects to convert to sales through an extended test drive experience.

Tonic masterminded events and brand partnerships at H.R. Owen between 2010 to 2018 and produced exceptional experiential campaigns and brand activity for some of the world’s leading luxury automotive brands. Tonic Collective worked across a wide range of specialisms including our group brand development, branded materials, logistics and executed high profile events delivering a quantifiable return on investment. Tonic Collective come highly recommended.

Marketing Director, H.R. Owen

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