New Motor Show ends in the fast lane

DESPITE heavy rain on the opening day, established car enthusiast events taking place around the region and even a testimonial football match on day two, the inaugural Midlands Motor Show closed on a high note with participants reporting high numbers of potential sales leads and one dealership booking a larger space for next year before even the shutters had come down on the 2009 show.

Inaugurated by His Worship, the Lord Mayor of the City of Coventry, Councillor Jack Harrison MBE JP, the show featured more than 40 brands ranging from mainstream and luxury brands to hand built specialist cars, race cars and motor cycles. After touring the displays, the Lord Mayor praised both the venue owners (Ricoh Arena) and show organisers the Chester Group, for their determination and hard work in times of recession to create an event that supported the motor industry in the region.

In a back to basics move, the Midlands Motor Show bucked the trend of non-motors related leisure activities such as pop concerts and children’s activities seen at motor shows in recent years, returning instead to a totally automotive concept at dealer level. Outdoor activities including a Drift Experience, an exiting driving display in an area of the Arena forecourt, related directly to cars on display in the main hall and even the entertainment arranged for a participant’s function was both motors related and locally based; after dinner speaker Ian Pogson is the Chief Engineer for nearby SAIC (otherwise known as MG) and the live Motown music – of course – by terrific local singers the Mysteries.

Bad weather on the opening day prevented the Lord Mayor from sampling the Westfield Drift Experience, and affected the activity throughout the day, but indoors, a programme of forums again linked to show displays. Forums running on Day One covered topics such as disabled driver Issues and the impact and future for eco developments, both panels having government department representation and relating directly to vehicles on display in the main Hall or Atrium.

As the weekend progressed, a visible pattern emerged across the static displays, with the more pro-active stands attracting and retaining the most visitors. With the Landrover Discovery lV and Range Rover Sport appearing in public for the first time and the opportunity for visitors to try out the Landrover Terrapod off-road recreation course, the Guy Salmon Landrover stand was a magnet for many visitors, staff reporting more than 150 sales leads over the weekend.

Several brands showed new models, with Vauxhall’s thunderous new Insignia VXR and Jaguar’s new XJ both making their first public appearances at a conventional UK motor show since airing at the Goodwood Festival of Speed.

Given the demise of the former British International Motor Show, an event run at manufacturer and importer level with the attendant leisure format and vast budgets that that demands, the concept of a more localised event run at dealer level had much to commend it. As one visitor explained “this is the first show I have been to where I have been able to compare cars side by side, discuss options with the actual dealers and even set up financing”

“For sure, the weather and other issues affected attendance and we would all have liked more visitors, but the reality is that we are in a recession and the days of visitors packing the isles are long gone. The organiser did a wonderful job putting this show together and we will be taking a much bigger space next year” said Tim Keatinge, Managing Director of Chrysler Oxford, who attracted visitors with a draw to win a signed shirt and bats autographed by the Lashings Xl cricket team.

It’s very unusual for Organisers to get letters of thanks from visitors, mainly because the Organiser has such a low profile in the organisation of shows, so it’s especially heartening when we are sought out with complimentary comments. This has been very much the case following the Midlands Motor Show ’09 and we print a few below that we received during and just after the event.

Hi,
Me and my friend came to the show on Saturday and I wanted to take the time to say how much we both enjoyed it. The Land Rover experience was fantastic and it was great seeing cars like the new Jaguar and BMW Z4, I really hope next years event goes ahead, its great to see Motorshow’s back in the Midlands
Many thanks
Neil

Good evening,
Firstly let me congratulate you on this wonderful initiative of having a motor show for the Midlands, which is of course the automotive heartland of the country.
Regards
Jim

Hi
Just thought I’d send you a quick email and thank you for bringing a Motor Show back to the Midlands, it must have taken a huge effort to achieve what you did. We thoroughly enjoyed the show as did my friends, I’m sure if you’re resolute that attendance will grow as will support from exhibitors.
Kind regards
Brian

Hi guys, I wonder if you can help.
I attended yesterday and wondered if you could advise as to the attendance figure. I came up, with a view to suggest that one of our clients (motor manufacturer) attends next year.
When will you have any statistics from the event, or general event feedback, so I can advise my client.

Many thanks to all those that emailed us, of which the above are only a few: we will be working hard to ensure the show returns next year.
The Organisers - The Chester Group