Ferrari, Mercedes, Toyota for new Melbourne motor show

The Australian Motoring Festival (AMF) has announced it has signed up three big name brands for its first-ever event at the Melbourne Showgrounds from March 26 to 29: Toyota, Mercedes-Benz and Ferrari.

Catering for a wide cross-section of the car buying public, the troika will include everyday Japanese vehicles, German luxury cars and of course Italian exotica, with the event's organisers promising more brands to be announced in the next month.

That said, the overall number of car brands expected to partner with the event – at an estimated cost of around $100,000 per 300 square-metres – will comprise only a minority of the 67 vehicle brands available for sale in Australia.

Although Mercedes-Benz, Toyota, Ferrari are signed up, with more to follow, several mainstream brands will not be attending, including Holden, Ford, BMW, Mazda, Subaru and Nissan.

Many of these companies will be watching with interest, but since the demise of the Melbourne and Sydney motor shows they have new strategies for their marketing spends.

A collaboration between the RACV and VACC, the Australian Motoring Festival was first touted in 2014 as a more progressive take on the traditional motor show, with track designer Renato Loberto involved to develop areas where showgoers could drive vehicles.

It remains to be seen whether all three brands, especially Ferrari, will have vehicles for the public to drive at the event but all three marques are talking up the event as a new way to promote their brands.

"We are absolutely delighted to be a featured brand at the Australian Motoring Festival. This is a unique opportunity for lovers of cars to get close and personal with our brand and our beautiful vehicles," said Herbert Appleroth, CEO of Ferrari Australasia.

He said the "Ferrari Experience display area" will showcase 30 years of Ferrari supercar history and there would also be a Ferrari showroom displaying all the latest Ferraris.

"The Australian Motoring Festival is an event that no Ferrari enthusiast will want to miss," stated Appleroth.

Horst von Sanden, CEO of Mercedes-Benz Australia, was more forthcoming with the interactive aspect of the festival, observing that it will take place in an interactive, live arena.

"The Australian Motoring Festival will be an excellent platform for Mercedes-Benz to showcase the latest safety technology and performance vehicles. We will be featuring Mercedes-AMG models and the Mercedes-Benz Driving Academy during the festival, along with a few surprise vehicles," said the Benz supremo.

Toyota Australia's Southern Regional Manager, Stephen Slater, said there will be a "great opportunity to let motoring enthusiasts look, feel and touch all the different vehicles in our extensive range and experience the technology in an interesting, interactive environment."

"We're really excited to be involved, and look forward to bringing festival patrons into the Toyota family," stated Slater.

What: Australian Motoring Festival
Where: Melbourne Showgrounds
When: March 26 – 29
Cost: $30 (adults), $20 (children)
Website: AustralianMotoringFestival.com.au