Motor shows out, car festivals in

The 2012 Sydney motor show could well have been the last conventional motor show in Australia, with plans well underway to host a massive car 'festival' in Melbourne in 2015.

That's the word from the Victorian Automobile Chamber of Commerce (VACC), which is currently in talks with mainstream manufacturers and importers to offer an 'experiential' event next year. It's a far cry from the 'Asia/Pacific show' mooted by the VACC not quite a year ago, while announcing the cancellation of Melbourne's AIMS for 2013. At that time, furthermore, there was no suggestion that the alliance between the VACC and the FCAI to run alternating motor shows in Sydney and Melbourne was in jeopardy.

As car companies and the public continued to shun the local motor shows, due to the high costs of exhibiting and attending respectively, not only was the 2013 show in Melbourne axed, but also the 2014 Sydney show was put to the sword also. Both announcements sounded the death knell of traditional motor shows in this country.

But VACC executive director David Purchase told motoring.com.au that both Sandown and the Melbourne showgrounds are being looked at as potential sites for a new event in 2015, along with other outdoor venues.

"An outdoor location is desirable because we want to be able to offer visitors an exciting, experiential event," he said.

The VACC chief said that ongoing research and feedback showed that "visitors don't just want to look at exhibits but touch, feel, and experience them behind the wheel".    

It's this interactivity that the VACC hopes will capture the imagination of car companies and Joe Public and bring investment back to the venture.

"The 'old' model of static display exhibitions is out of date and proved expensive for exhibitors, because of the stage build, lighting and staffing. Potential exhibitors want to be able to demonstrate the capabilities of their vehicles," said Purchase.

The idea proved successful for Ford at the 2012 Australian International Motor Show (AIMS) in Sydney, allowing show goers to drive a number of Ford vehicles on an outdoor course.

"The Ford outdoor experience was a great success with visitors forming long queues before getting behind the wheel. The intention of the 'new' festival is to provide an opportunity for exhibitors to do more of this," explained the VACC boss.

What the VACC needs to do is convince the more than 60 car brands in Australia that it's a worthwhile exercise, something it and former AIMS joint partner the Federal Chamber of Automotive Industries (FCAI) failed to do in 2013 and 2014.

The joint motor show venture between the FCAI and VACC has been dissolved.

Asked if any car manufacturers - local or overseas - had been locked in for the event, Purchase was noncommittal but positive.

"The manufacturers we have spoken to are interested in a new look, interactive, hands-on show. They have expressed interest in the new approach and are certainly keen to move away from the costly, static displays of yesterday," he said.

"They are important and discussions are continuing with them.

"What's also important is that this show appeals to a wider number of visitors and exhibitors, and has the support of industry, government, media and the public."

The scope of the Melbourne event, which doesn't have an official name yet, will also be expanded to include a wider array of vehicles. The VACC says a larger event allows motorcycles, utes, street machines, hot rods, four-wheel drives and trucks to be shown and experienced alongside cars.

While nothing has been planned for Sydney in 2016 yet, Australia's biggest city has two motoring festivals to look forward to this year, the Top Gear Festival and Ferrari Racing Days in March and April at Sydney Motorsport Park.

Purchase says the future of the re-imagined motor show 'festival' is bright.

"It certainly is a new era and an exciting one, because VACC hopes that, as the festival grows over the years, new opportunities and ideas can be incorporated.

"The issue that became apparent under the old model was that it was hard to be flexible and adaptable. Now we can do whatever the public wants," he said.

Register to comment on this article.