Experiential training for dealers: off-road emotions with INEOS Grenadier

The Off Road Academy that trains dealers in the field

Milan, October 28, 2025 – Experiential training for dealers in the automotive sector represents a paradigm shift. Placing a product on the market doesn’t just mean knowing its technical specifications, but experiencing it, testing it, deeply understanding it to convey its authentic essence. This is the principle behind the INEOS Grenadier Off Road Academy 2025: a practical and immersive approach that transforms dealers into true brand ambassadors.

On October 8, we launched the first edition of this intensive training day for Italian automotive dealers of the ATflow network. An experience that goes beyond traditional commercial presentations: not just PowerPoint slides and technical sheets, but also experiential training in the field.

Automotive dealer training: test drive experience in extreme scenarios

Participants put themselves to the test behind the wheel of the Grenadier, tackling scenarios that tested both the vehicle’s capabilities and the drivers’ confidence. Deep water crossings where the water seems too high to overcome, steep climbs that defy the laws of physics, muddy trails that test the off-road vehicle’s reliability in extreme conditions.

Brand ambassador training: from theory to practice

These are not simple driving tests: they are experiences that dealers will be able to recount with full knowledge to their customers. Brand ambassador training thus transforms into a professional growth path that makes dealers true brand ambassadors, capable of competently conveying what it really means to drive a Grenadier and what its real strengths are.

Effective automotive communication also passes through direct experience: only those who have lived certain emotions can tell them in an authentic and convincing way. This approach represents the future of professional training in the automotive dealer sector.

We thank Go4Novara and all the instructors involved in organizing this Academy that was both educational and engaging. In one word: memorable!

See you at the next edition!