Poll Shows that Days May be Numbered for Traditional Motor Shows in Australia
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AUTO CENTRAL – March 18, 2009 - A poll by leading automotive news site, The Motor Report, signals problems ahead for Motor Shows in Australia.
The poll, conducted during the running of the Melbourne Motor Show (and for the week following), indicates that the public may be tiring of the traditional motor show format.
This comes on the tail of information gleaned from exhibitors (provided by Show organisers, VACC) that the 2009 Show attracted just 157,000 visitors. These numbers were down a staggering 91,000 visitors on the 2008 event which had a reported 248,000 attendees filling the Melbourne convention centre.
Of the nearly 700 responses to the TMR poll, 45 percent responded that Motor Shows had become "a giant yawn". A further 31 percent responded that they would like to see "more concept cars and show specials", while just 8 percent chose the response that Motor Shows "are just right as they are". The remainder, 16 percent, attend Motor Shows to compare cars they are considering buying.
"That 36 percent drop in attendance figures is not explained by the economic downturn nor by the drop in new car sales in Australia. There are other factors at work," The Motor Report Director Mr Steane Klose said.
This year's Melbourne Motor Show was widely regarded as a 'reasonable show', with some significant concept cars and new releases. It also had a good roll-up of manufacturers, though missing Mercedes, Ferrari, Maserati, and Ateco brands, Alfa, Fiat and Citroen.
So what went wrong?
"When the feature release on the Holden stand is a four cylinder Cruze, there will always be problems pulling a crowd. The Show this year was a low-key affair as far as local manufacturers were concerned.
"The Holden Coupe 60 and the release of the FG Falcon range was certainly a factor in the record numbers at the 2008 Show. It's the local brands that generate the column inches in the press, and pull the crowds.
"But even these factors do not explain the enormous drop in attendances this year," Mr Klose said.
"Motor Shows overseas have had similar problems. The TMR poll would suggest that manufacturers and show organisers need to do more than provide brightly-lit static displays.
On nearly any model you care to name, internet news sites such as The Motor Report are filled with details and images from overseas sources well before the curtain goes up on the Motor Show.
If next year's Australian International Motor Show in Sydney is not to be "a giant yawn", manufacturers and the joint venture Show organisers will need to provide a more exciting format, more show specials, and displays that engage visitors and provide a more exciting show experience," Mr Klose said.
About The Poll
The Motor Report Poll was conducted from March
2nd to 17th, with a total of 674 respondees.
Which of these responses best represents your views of Motor Shows in Australia: