At the last motor show two years ago 18,000 people attended the business day. Then it was at Birmingham; with the shift to London’s Excel arena next year (July 18-30), the organisers want 25,000 business delegates to attend on July 19.
“We want to get dealers there on the business day to do business; then we want dealers and their customers to come on the following day, which means we will need to have an evening event, such as a charity gala to give people an excuse to stay over,” says motor show marketing director Kirsty Adams.
“The manufacturers will be holding value-added events on their stands and we will be registering names to make sure we get the right quality of business people attend on this day.”
She is also planning seminars during the day and wants carmakers to commit franchised, fleet and aftersales directors on their stands. “The focus is a one-day trade show,” Adams adds.
Every carmaker has applied for stand space, and the organisers are confident most will attend. BMW, which shunned the last show, has confirmed its place.