London Motorexpo opened its doors this week for what organisers believe is a viable alternative to the traditional motor show format.
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Over 25 brands are displaying a wide range of cars and bikes throughout the indoor and outdoor public areas of the Canary Wharf estate, with 17 UK show debuts including the new 2010 Land Rover Discovery 4 and Range Rover models and sneak preview of the new BMW GT crossover, prior to its launch in Frankfurt.
Motorexpo started in 1996 as a way to fill empty shops and spaces around the newly built One Canada Square tower, accommodating mainly premium brands in niche markets aimed at affluent workers in Canary Wharf. There is now a broader range of vehicles on display and although the number of exhibitors attending is down on last year, organisers say they are delighted with the support from manufacturers for this year’s event, particularly in the current economic climate.
Graeme Carver, Motorexpo managing director said: “The credit crunch has resulted in an extremely painful automotive market and made the creation of our 2009 Canary Wharf event the most difficult show to organise since it launched back in 1996. However, one of the key factors to our continued development appears to have been the Motorexpo’s different format, which was created here in London and has now withstood the economic acid-test, which gives us a good platform for the future”.
Carver reveals that they are in talks with various industry bodies, including the SMMT, to evolve Motorexpo into a focal point for the UK car industry, incorporating a summit and seminars for future events: “I can confirm that we have been in discussion with the SMMT and that we proposed the Davos Style Summit idea some time ago. Conversations on this are continuing and I believe that the concept would give the industry the opportunity to develop its relationship with the media”, Carver said.
With an estimated 90,000 workers in the area, and thousands more expected to attend the free event, it is a chance for retailers to generate much needed sales leads. Exhibitors on site report a good level of interest, helped by a number of test drive opportunities for visitors, including the all new BMW Z4, Land Rover’s Driving Experience and Freelander with Stop/Start technology. Volvo continue the interactive theme with a road test showcasing the XC60’s City Safety collision avoidance system, while there’s also a first opportunity to test the electric Tesla Roadster on British roads.
Motorexpo organisers report that they already have bookings confirmed for the 2010 London Motorexpo and expect the number of brands attending to increase as market conditions improve. Plans for an industry summit and conferences, the ongoing expansion of Canary Wharf, development of the Crossrail transport link and interest generated by the 2012 Olympics will help this consumer orientated event become a greater focus for the UK’s car industry, the organisers say.
See also: UK: Forget motor shows, let’s ‘do a Davos’
