Cougar Motorsport organises customised events for automotive manufacturers, ranging from media drives for vehicle launches to brand activations, community management and owner engagement. We create thrilling experiences that put the vehicle and its capabilities at the centre.
Since 2009, we have delivered more than 400 motoring events across India and beyond, managing every aspect from concept development, route planning and track preparation to driving instruction, logistics and guest operations.
400+ Motoring Events | Since 2009 | India & Beyond
WHAT WE DELIVER
Brand Activations | Vehicle Launches & Media Drives | Community Management | Owner Engagement | Self-Drive Expeditions
JAGUAR LAND ROVER
JAGUAR LAND ROVER EXPERIENCE
Cougar Motorsport has been the brand experience consulting agency for all Jaguar Land Rover Experience activities in India since 2013.
DEFENDER EXPERIENCE / A DAY WITH YOUR DEFENDER
Owner Engagement | 25+ Events
Off-road driving experiences that help Defender owners better understand their vehicles’ technology and capabilities. We select venues, prepare tracks, provide driving instructors and manage the complete guest experience.
LAND ROVER EXPERIENCE / ABOVE & BEYOND TOUR
Brand Activations | 100+ Activations
Off-road activations delivered across India using purpose-built courses and Dynamic Display Equipment to demonstrate Land Rover vehicle capabilities under instructor supervision.
LAND ROVER JOURNEYS
Owner Engagement | 2019 to 2021
Seven expeditions for Land Rover owners across Northeast India, central India’s forests, Ladakh, Rajasthan and the Himalayas. We curated routes, planned driving programmes and managed on-ground operations.
LAND ROVER EXPEDITIONS
Self-Drive Expeditions | 2014 to 2017
Six self-drive expeditions through central India’s tiger reserves and Northeast India, including ‘Discovery With a Purpose’ across Assam and Arunachal Pradesh. We planned the routes and managed on-ground execution.
70 YEARS OF LAND ROVER
Media Drive | 2018
A national media drive celebrating 70 years of Land Rover to Sandakphu Peak near Maneybhanjang, known as the Land of Land Rovers. The programme featured contemporary and heritage Land Rover vehicles across demanding mountain terrain. We proposed the location, planned the route and delivered the driving programme.
RANGE ROVER SPORT, ALL NEW DISCOVERY, DISCOVERY SPORT & EVOQUE
Vehicle Launches | 2013 to 2020
Off-road experience zones created for vehicle launches, allowing media and guests to experience the capabilities of the Range Rover Sport, All-New Discovery, Discovery Sport and Range Rover Evoque first-hand.
MERCEDES-BENZ
G-TRIBE ESCAPADES
Self-Drive Expeditions | 2025 to 2026
Eleven self-drive expeditions across India and Bhutan, covering more than 11,000 km in Mercedes-Benz SUVs ranging from the GLE to the G 63 AMG. We planned the routes, managed package sales and oversaw end-to-end operations through an “off-balance-sheet” programme for Mercedes-Benz.
HYUNDAI
HYUNDAI EXPLORERS
Community Management | 2023 to 2024
Fourteen weekend drives and two multi-day expeditions for Hyundai SUV owners. We managed route planning, creative development, content creation, branding and on-ground execution.
TATA MOTORS
SUV OWNERS UNITED LEAGUE (SOUL)
Community Management | 2018 to 2020
Five iconic drives, including expeditions to Bhutan and Ladakh, and seven weekend retreats for Tata Motors SUV owners. We planned the routes and delivered the driving programmes.
FULL THROTTLE TRAILS AND EXPERIENCES
Owner Engagement | 2012
Six multi-day driving expeditions and eighteen off-road trails for Tata Motors SUV owners. We curated and delivered the programmes across India.
PUNCH & PUNCH EV
Vehicle Launch & Media Drive | 2021 to 2024
Off-road launch experiences for the Tata Punch and Punch EV in Mumbai, Delhi NCR and Bengaluru. We also proposed the concept and location for a launch stunt video featuring the Tata Punch driving to Sandakphu Peak, making it one of the first ever two-wheel-drive vehicle to conquer the demanding terrain.
ODHA & INTRA
Vehicle Launch & Media Drive | 2022
A purpose-built off-road course in Hyderabad where journalists drove fully loaded Tata Yodha 2.0 and Intra V50 vehicles through simulated working conditions. We designed and managed the complete driving experience.
HEXA & SAFARI STORME
Brand Activations | 2013 to 2016
Designed and fabricated mobile off-road “terrapod” ramps and other elements for 4×4 Tata Safari Storme and Hexa activations across India. For the Horizonext activity at the Tata Motors plant in Pune, we also prepared an experience track and supervised drives for more than 500 visitors.
MARUTI SUZUKI
ROCK N ROAD 4X4 MASTERS
Owner Engagement | 2024
A competitive off-road programme for Jimny owners, featuring eight city qualifiers that attracted nearly 200 participants, followed by a national final in Goa with 16 finalists. We built the competition from the ground up, developing the rules & regulations, scoring format, off-road tracks, and managing the entire competition from start to finish.
JIMNY
Media Drive & Brand Activations | 2023
An off-road demonstration course in Dehradun for the first global media drive of the five-door Jimny. We designed and managed the course, allowing journalists to experience its four-wheel-drive capabilities first-hand. This was followed by activations for customers and prospective buyers across two markets.
GRAND VITARA
Media Drive & Brand Activations | 2022
Off-road driving courses designed to demonstrate the Grand Vitara’s ALLGRIP all-wheel-drive system. We delivered the first experience for media in Udaipur, followed by activations for customers and prospective buyers across five additional markets.
SWIFT
Vehicle Launch & Media Drive | 2024
An innovative driving activity using smart cones for the Swift launch in Bengaluru. We designed the experience to demonstrate the vehicle’s agility and performance to media participants.
HM-MITSUBISHI
PAJERO HEART IN MOUTH
Owner Engagement | 2011 to 2015
Off-road and high-speed dirt tracks designed and managed for Pajero owner and guest events across multiple cities. The Pune edition featured two-time Dakar Rally winner Hiroshi Masuoka, who delivered more than 200 demonstration drives.
RENAULT
GANG OF DUSTERS
Community Management | 2013 to 2016
Duster owner expeditions and regional drives, including the West Coast Expedition, Desert Odyssey and drives to Aamby Valley and Daman. We organised the routes and managed the drives.
ISUZU
ISUZU DISCOVERIES: THE LEGENDS SERIES
Owner Engagement | 2019
Planned and delivered the first Legends Series self-drive expedition to Bhutan for members of the Isuzu iV League.
AUDI
Q-DRIVE
Media Drive | 2011
A purpose-built off-road driving experience in Jaipur, giving media guests the opportunity to explore the capabilities of the Audi Q5 and Q7.
APOLLO TYRES
BAD ROAD BUDDIES
Community Management | 2019 to 2021
Off-road driving activities for the inaugural Bad Road Buddies community event in Goa, followed by a snow-driving content shoot in Lahaul. We planned and delivered both experiences.
YOUR BRAND. OUR EXPERIENCE.
Whether launching a vehicle, demonstrating its capabilities, engaging owners or creating an expedition, we bring together the technical expertise, people and operational experience to deliver the programme from concept to execution.
We understand vehicles, the people who drive them and the experiences that bring them together.
Let’s build your next driving experience together.