THE innovative ATL Automotive Group unveiled its latest initiative dubbed ATL Autoclub at Chukka Cove in St Ann, on Saturday, June 11. The occasion, which took the form of family day out, was dubbed Sportscar Saturdays.

“The most important part of the concept behind the ATL Autoclub is that you buy a sports car from any of the ATL Automotive Group brands to drive it,” Sloane Jackson, head of business of ATL Autobahn, told the Jamaica Observer’s weekly Auto magazine.

Having seven automotive brands under its umbrella — Honda, Volkswagen, Audi, Porsche, Kia, BMW, and MINI — all of which have solidified their sporting credentials through their connection between their motorsports successes and their road cars, the ATL Automotive Group has seen fit to finally to leverage that into a community. The ATL Autoclub has been created to bring together the driver enthusiast customers of the various performance models sold by the ATL Automotive Group.

As the first event, Sportscar Saturdays saw a convoy of sports cars from across the seven brands,head out via the Edward Seaga Highway to Chukka Cove. Guests were made up of a combination of those who purchased their cars from the ATL Automotive Group, owners who service their cars at the ATL Automotive Group, ATL Automotive Group staff, and media. Once on location, the guests were greeted with food, drink, games, access to the Chukka Cove adventure activities, discounted swag on sale from their favourite brands, new vehicles on display, and an all-around chill environment to talk cars.

Spencer Selowa, after-sales manager at ATL Autobahn, welcomed the opportunity for a more relaxed interaction with customers.

“Most of the customers here I recognise, and I deal with them on a day-to-day, but it’s good to be here and liaise with them in a neutral environment,” he said.

The feedback from automotive YouTuber and CEO of Fresh Panda, Nick Lue, was positive.

“It was a great vibe. It helps to create a bond between the owners and the dealership. Being a BMW owner as well it makes you feel a part of a community where we can discuss and share ideas with one another. Overall, it’s something I’d do again,” Lue explained.

Jackson stated a comparable sentiment from customers.

“A lot of people are happy with being able to meet other persons who drive the same car, being able to ask different questions about the limits of their cars, what they’ve done, what they haven’t done, so it’s a good vibe for the customers,” he added.