There has been a change in how automotive brands present themselves. They are finding new innovative ways to engage with their audience and motoring events such as the London Motor Show offer a great platform for them to do so.
It is a chance for them to showcase their products and position themselves at the forefront of the sector. In such a competitive industry, brands need to be creative to stay ahead of competition, which is why we have seen a rise in the use of technology to create immersive experiences, to hold the attention of an audience that now expects to be involved in a brand’s journey.
How car brands are embracing events
Events are a great tool for brands to show off their latest innovations and future plans. In a competitive industry like the automotive sector, brands must do all they can to stand out from the crowd and tech is a key tool. Every brand wants recognition and this is their chance to connect with an audience and show their latest developments.
Consumers expect innovation, reliability, versatility and as well as a visual experience, so it’s important to stand out for the right reasons and every year car manufacturers are given the chance to introduce an industry game changer and show that they are ahead of the curve.
Brands understand that motor shows have the ability to challenge brand perceptions and push brands to the forefront of the industry. This is what we have seen happen with prestigious British brands like MG Rover, Aston Martin and Land Rover, who all experiencing a resurgence in popularity and demand
The role of technology and innovation
It’s impossible to deny the impact that technology has had on the motoring industry. It has changed and shaped what it means to be an automotive brand and how you showcase yourself. Just showing people a new car is no longer enough.
It is not just about the car, it is about the experience that comes along with it and motoring shows are a chance for a brand to create that experience. The rise of the digital platforms has made the story and the journey of a brand more important and this is why brands like Volvo, Mercedes and BMW have invested in virtual reality experiences. They want to capture their audience’s attention and fully immerse them in the brand.
Volvo was the first brand to launch a virtual reality campaign. At the Los Angeles motoring show they launched Volvo Reality – a virtual experience where the public could test drive the new SUV using Google Cardboard.
This was a great way to get people talking about the brand and it created a huge buzz. They were doing something that no other brand was doing, offering people the chance to interact interactively with their brand.
Start-up car brands
As a start-up, you are competing with very well-known established brands and you have to get yourself to the forefront of what is a very competitive industry – motoring shows offer the perfect platform to do this. Many start-ups are taking advantage of this platform – for instance last year start-up Local Motors stood out from the crowd with the 3D printed car at the Detroit Motor Show.
This year at the Geneva Motor Show, Chinese start up Techrules took this opportunity to hit the ground running with China’s first supercar concept which uses a micro-turbine to generate electricity that charges a battery pack. These are just a few examples of how brands are using technology to advance their brands.
Motor shows offer a great platform for brands to stand out from the crowd and change audience perceptions and, gradually, brands are beginning to understand this. This why we have seen the use of technology in shows to create immersive experiences that offer audience members a chance to actively interact with a brand.
As people seek to be more involved in a brands journey, we will certainly see motoring brands create new innovative experiences to capture audience attention.
Sourced from Richard Dodgson founder and creative director, Timebased Events