Audi has entered a new three-year partnership with Audi Audi and Silverstone Silverstone, uniting two performance-driven names in a collaboration designed to bring fans closer to the heart of high-performance motoring and world-class motorsport. At the centre of the announcement is the launch of the Audi Drive Experience, a new initiative that allows enthusiasts to take the wheel of the RS 3 Sportback on the legendary Silverstone circuit.
Set at the Home of British Motorsport, the experience marks the first major milestone in the partnership and transforms Silverstone into the UK’s only Formula 1 venue offering a dedicated Audi driving programme. Designed for drivers aged 18 and over, it places guests in a fully immersive environment where precision engineering meets real-world adrenaline, and where every lap becomes a lesson in control, confidence and raw performance.
The RS 3 Sportback sits at the heart of the experience, delivering the kind of explosive acceleration and quattro grip that has long defined Audi’s performance philosophy. On Silverstone’s iconic straights and technical corners, drivers are given the opportunity to explore the car’s dynamic capability in a controlled yet exhilarating setting, guided by professional instructors who help unlock its full potential.
This partnership also reflects Audi’s deeper alignment with global motorsport culture at a pivotal moment for the brand. Alongside its growing presence in Formula 1, including its entry through the Audi Revolut F1 Team within Formula 1, Audi continues to position performance and innovation as the twin pillars of its future strategy. The Silverstone collaboration extends that philosophy beyond the racetrack and into a tangible customer experience.
The Audi Drive Experience is also integrated into a wider operational partnership between Audi and Silverstone, which will see the brand supporting major events, VIP transportation services, pace car activity and a range of curated driving programmes. It is a multi-layered collaboration designed not only to showcase vehicles, but to embed Audi within the lived experience of motorsport fans and visitors to one of the world’s most iconic racing venues.
Speaking on the launch, Silverstone Sales Director Hannah Grosvenor highlighted the experiential focus of the collaboration, noting that the programme allows fans to engage directly with Audi’s performance DNA in a setting that carries global significance. Her comments underscored the shared ambition between both brands to deliver memorable, high-impact experiences that go beyond traditional automotive showcases.
From Audi’s perspective, Managing Director José Miguel Aparicio emphasised the importance of connecting innovation with emotion, particularly in a venue as historically rich as Silverstone. He positioned the Drive Experience as a bridge between engineering excellence and real-world engagement, offering customers and enthusiasts a rare opportunity to feel Audi performance where it matters most, on a Formula 1-grade circuit.
With its blend of heritage, cutting-edge engineering and immersive access, the Audi Drive Experience signals a new chapter for both brands. It transforms Silverstone from a spectator destination into an active performance playground, while reinforcing Audi’s long-standing commitment to motorsport as both a proving ground and a source of inspiration.
As the partnership accelerates, fans can expect further activations and experiences that deepen the connection between road and track, with Audi firmly positioned at the centre of one of the most prestigious motorsport environments in the world.
