Electrify Expo, a leading event organizer dedicated to promoting electric vehicles across the United States, is launching a new test-drive initiative called “Electrify Weekender,” which allows attendees to take home an electric vehicle for an entire weekend. The first automaker to sign on to the program is Tesla, and Electrify Expo CEO BJ Birtwell anticipates additional brands will join soon.
Birtwell stated in an interview that the main goal of the Weekender experience is to provide a relaxed, pressure-free opportunity for potential consumers to truly integrate electric vehicles into their everyday lives, helping them determine if owning an EV is a practical and fitting choice.
The immersive weekend test-drive aims to bridge the gap often perceived by hesitant or skeptical buyers. Studies have suggested that firsthand experience with electric vehicles significantly increases the likelihood of adoption. A recent Consumer Reports survey indicates that around half of all American consumers express interest in test-driving an EV.
The Electrify Weekender program will officially launch at the Electrify Expo’s Los Angeles event starting June 21. Attendees interested in participating must possess a valid driver’s license and auto insurance. Birtwell indicated that the Los Angeles launch will serve as a crucial test run to address and resolve any operational issues before expanding the offering later this year at expos scheduled for Seattle, San Francisco, Chicago, New York, and Dallas.
For Tesla, this partnership with Electrify Expo offers an innovative approach to boosting interest among potential customers, particularly as the automaker seeks new ways to invigorate sales among those unfamiliar with or unsure of the brand. Recently, Tesla has faced a variety of challenges including increased competition, slower sales figures emerging from an aging vehicle lineup, and reputational impacts related to CEO Elon Musk.
Birtwell explained the Weekender experience is a logical extension of the shorter test-drive experiences the expo has successfully offered for years, which typically last around eight to ten minutes. Those brief encounters, he noted, have played a surprisingly critical role in convincing attendees to make the transition to electric vehicles.
Unlike traditional dealership-organized test drives, which often generate a sense of buying pressure among consumers, Birtwell believes Electrify Expo can establish a more neutral environment, thereby attracting consumers who might otherwise avoid a typical dealership scenario. He predicted that several thousand participants could take advantage of the Weekender offer.
“If our goal is to promote broader adoption of electric vehicles beyond those already convinced, we must create opportunities that appeal to everyone—especially individuals who remain curious but cautious about EV technology,” Birtwell concluded.
