Sydney motor show crowd numbers still weak

The 2010 Australian International Motor Show attracted its second-lowest crowd attendance on record, prompting a review of the alternating events between Sydney and Melbourne.

Figures leaked to the Carsales Network showed that barely 3000 extra people showed up this year compared to when the show was last held in Sydney two years ago -- well short of the pent-up demand organisers were expecting.

The tally of just 139,412 show-goers for the 2010 event is only a fraction more than the 136,557 attendees recorded for 2008.

However, the Federal Chamber of Automotive Industries says the way that show attendance is calculated has changed, and the 2008 figure includes complimentary and exhibitor passes. As a result, it says the 2010 tally is actually 10 per cent higher than 2008 -- once like-for-like figures are compared.

The FCAI also says the 2010 event had one less day of trading (10 days instead of 11 in 2008).

However, regardless of how it is calculated, the 2010 attendance is much lower than the peak of 244,658 visitors to the show in 2007 and 221,640 in 2006.

"It's certainly not back to the glory days of years past but it is a step in the right direction," the chief executive of the Federal Chamber of Automotive Industries, Andrew McKellar, told the Carsales Network. "We recorded growth despite having one less day compared to 2008." 

The FCAI and the Victorian Automobile Chamber of Commerce run the alternating Sydney and Melbourne motor shows in a joint venture.

They are now conducting a review to ensure better attendance at the Melbourne show in July 2011 and Sydney show in October 2012.

One theory for the weak Sydney attendance this year is the no-show by drawcard brands such as Ferrari, BMW, Bentley, Rolls-Royce (as well as fellow absentees Alfa Romeo, Citroen, Fiat, among others), and the lack of concept cars from local makers and few top-end supercars from foreign makers.

Another theory is that car buyers are now shopping more online.

"Customers don't need to go to a motor show to compare cars any more, they do their research on the internet," said one senior car company executive.

"Unless the motor show has something different, something people can't get anywhere else, why would they turn up?"

The FCAI says it will better promote the motor show in the lead-up to Melbourne next year, and will implement other changes.

"Concept cars are a factor," says McKellar. "You've got to keep in mind that a lot of car makers have not produced many concept cars since the Global Financial Crisis, but we think that will change in the coming years as everyone recovers.

"It's also worth noting that a lot of other recent international shows have had a weaker attendance of car makers than we had in Sydney. So I think overall the level of investment by car makers in Sydney was very impressive."

Most car makers spend between $1 million and $2 million on the motor show, including space, stand and staff hire -- and expect a lot in return.

"We've calculated that we need at least 200,000 people through the turnstiles to make it worth our while," said a car company insider. "The only reason we go is because, mostly, everybody else goes but we would be quite happy to use the money to target customers more specifically."

Several key car company figures are disgruntled that some suggestions made prior to the show were not taken up.

"We asked for family passes that included parking, [and] discounted passes that we could send to our customers," another senior executive told the Carsales Network, "but instead the price of admission went up and so did the price of our stand space."

The Sydney motor show is a significant source of revenue for the FCAI and VACC. The FCAI is understood to have made a loss from the 2008 event and was looking to recoup those losses this year.

The outlook for the Melbourne motor show in July 2011 at least seems a little more promising. Last year's Melbourne event had 160,000 visitors and 243,000 the year before.

Taking AIMS: Sydney versus Melbourne

Sydney motorshow attendance figures:

2010: 139,412
2008: 136,557
2007: 244,658
2006: 221,640

Melbourne motorshow attendance figures:

2009: 160,000
2008: 243,000

*round figures only available for Melbourne

Daily report: Sydney 2010

Friday: 7919
Saturday: 24,121
Sunday: 25,442
Monday: 6603
Tuesday: 7094
Wednesday: 7368
Thursday: 8258
Friday: 10,536
Saturday: 23,286
Sunday: 18,785

Total: 139,412

Read the latest Carsales Network news and reviews on your mobile, iPhone or PDA at carsales' mobile site...