The aim of Motorshow@ is to support regional dealerships, allowing dealers to push direct sales and generate leads.
Pitches vary between £2,500 and £10,000 depending on show location and pitch position at each venue.
At its biggest show, The Mall at Cribbs Causeway near Bristol, 30 different brands are represented. The fourth location, Ascot Racecourse, added this year, is expected to feature between 10 and 15 brands.
Cars vary from prestige, such as Ferrari and Maserati, to volume brands.
Mike Richardson, Motorshow@ event manager, said: “The shows are based at the most premier shopping centres and now Ascot.
Hence, they already have very good footfall for quality demographic.”
He added: “We actively encourage dealers to sell at the show.
This isn’t just a flag-waving exercise.
We try and invoke as much competition as possible between stand staff to encourage this.
Last year’s shows generated £1.8 million in sales.
The event runs through the summer months, in the hope of good weather, as many of the cars are outside.
It also falls between the two car registration periods, which “is always a bit of a lapse period”, said Richardson.
“It’s all in an informal browsing atmosphere.
You don’t have to walk through a dealership door.
By walking through that door, you are suggesting you want to buy a car, whereas wandering round a show is much less intimidating,” added Richardson.
As well as the car display, the show includes entertainment such as go-karting, competitions and horse- racing, intended to increase visitors’ time at the events.