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Article: Interaction is driving force of Motor Show: after years of high-profile departures and absentees, there are signs confidence is returning to the British Motor Show as the organisers concentrate on the 'experience'.(News Analysis)
- Article from:
- Marketing Week
- Article date:
- May 6, 2004
- Author:
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The marketing extravaganza that is the British Motor Show is attempting to redefine itself following years of decline and high-profile desertions.
Car manufacturers have been turning their backs on the show, choosing to launch their models at the grander shows in Geneva, Tokyo, Detroit, Paris and Frankfurt instead, while attendances at the British Motor Show have been in steady decline, from 700,000 in 1998 to only 485,000 in 2002.
The organiser, the Society of Motor Manufacturers and Traders (SMMT), last year decided to convene a steering committee made up of the industry's marketing directors, who sign along the dotted line for the multi-million cost ...