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 (adorable Up GTI, all-new Polo GTI and iconic Golf GTI), the German brand’s hot-hatch lineup 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 a VW pocket rocket 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 that include engaging corners, and have low amounts of traffic and few 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 Europe, has for the first time analysed its data to identify UK roads that fit with the VW 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 (19.3km) 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 follows in-app instructions to discover the road.
You don’t have to own a Volkswagen hot hatch 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.