Test Track, one of Disney's popular attractions at Epcot in Florida, recently opened its doors to the public after a major overhaul to integrate advanced technology into the ride.
The new interactive ride called Test Track Presented by Chevrolet, designed by General Motors in association with Disney, takes guests on an excursion that details GM's procedures to evaluate its vehicles. While the earlier version allowed guests only to watch, GM and Disney 're-imagineered' the concept allowing guests to participate in the ride.
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The new version now allows guests to participate in designing a virtual car during the pre-show, after which they board a six-passenger ride vehicle that helps them see how their design has fared on the driving course.
These designs are tested for how the car would handle the roughest roads or most extreme weather conditions, fuel efficiency, maneuverability through the tightest of turns and power.
The ride concludes in a renovated showroom featuring current and future Chevrolet products.
Overall, the Test Track Presented by Chevrolet creates an experience that is personal, future-focused and optimistic, and attempts to lure more youngsters into designing automobiles. GM's design manager Jeff Mylenek told Wired: "The goal is that guests have an idea of what it's like to be a designer - this is their initiation. We wanted to give the guest a feeling about how the design process works."
Meanwhile, another change has been brought into the ride is that it is now sponsored solely by Chevrolet, and not GM as a whole.
Explaining the reasons, Grace Morgan, GM's director of auto shows, exhibits and experiential marketing, told Forbes: "We go to market as individual brands, not as GM. We picked Chevy as a brand face because of what it is and means and how it has been a part of life's journey for people around the country and around the world - and how it has evolved to be modern and innovative but still fun and adventurous."