No longer content to stand by the sidelines as dealers make the face-to-face contacts with car buyers on their behalf, automakers are increasingly reaching out personally to customers.

Many of the newest outreach efforts aren't hard sell as much as they involve sprucing up driver skills so buyers will appreciate and enjoy their vehicles more.

Last year, Land Rover North America Inc. became the first manufacturer to own and operate a driving school for American consumers by setting up the first dedicated off-road driving school in the United States.

Operated in conjunction with the historic, 229-year-old Equinox hotel and resort in quaint Manchester Village, Vt., the school combines charming surroundings with the rigors and excitement that come from teaching Land Rover owners and other drivers the finer points of off-road driving.

After some time in the classroom, instructors take the students out on nearby trails. There, depending on the season, they teach the proper way to install tire chains for snow, how to descend a steep hill safely, and how to navigate deep, watery ruts, among other things.

This year, BMW of North America Inc. is inviting BMW owners as well as owners of competing makes to the "Ultimate Driving Experience" or UDE. At select locations around the country, BMW sets up autocross circuits and employs skilled driving instructors to help participants successfully navigate the course.

The idea is to show owners and potential BMW owners the skills "needed in braking, accident avoidance, the use of sophisticated driver aids, such as traction control, and improved understanding of a vehicle's overall handling dynamics," a BMW press release says.

But the UDE also is one of the ways to get closer to the customer, says Victor Doolan, president of BMW of North America Inc.

Rex McDaniel, an instructor at the first event in Chicago, says "We don't focus on the pure driving skills (but we show) that the better equipment you have, the better you can be."

To be sure, the maker of Jeeps has a long history of providing Jeep owners with Jeep Jamboree events and the strenuous, annual Rubicon Trail adventure.

But other manufacturer events typically have been on a lesser scale and infrequent. Until now.

At an estimated cost $1 million per location, BMW's UDE is no small endeavor."We target 20 percent BMW owners," says Holly Babich, who coordinates the events."It's all about building relationships."

Emphasis on improving driving skills is much needed, driving school officials say.

But it's no coincidence that the driving that's done at these events typically is done with the manufacturer's cars. This helps show off the best traits of the manufacturer's vehicles, which they hope consumers will remember when they go car shopping.

BMW's setup includes a large tent, where participants can enjoy refreshments and tour displays showcasing BMW vehicles and technology. No car dealer personnel are allowed, so guests are assured of a hassle-free experience. But the tent display does include a sheet that lists nearby dealers.

And more is yet to come.

At its Spartanburg, S.C., assembly plant, BMW is building a "performance center" where owners can not only pick up their new cars but take them out on a test track.