Biggest change for show
By Paul Gover · 01 Jul 2011
... a fresh event on a new date with a new direction. Welcome to the Australian International Motor Show.
The show has been reinvented with a global focus and a truly national approach, supported by more than two dozen brands spending more than $20 million to showcase their newest and most exciting models.
There are future cars, green cars, fast cars, economy cars, luxury cars and bargain-basement cars, all fighting for their share of the spotlight in a $400 million battle of the brands.
"This is the motor show that Australians have always wanted," says show director Russ Tyrie.
"The shoppers want to come and see what’s new and exciting. That’s what motor shows have always been about," says David McCarthy, spokesman for Mercedes-Benz Australia. "That’s why we have a couple of new models that won’t be on sale until later this year, including one that’s being air-freighted in for the event."
The first Melbourne motor show was run in 1925 and set the template for the annual automotive showcase at the Royal Exhibition Building for more than 70 years.
Things changed dramatically in 1996 when the show became the first major event at the then-new Melbourne Exhibition Centre on the banks of the Yarra River, allowing for the show’s expansion and theatrical presentation that had always been missing at the original venue.
Now the first Australian International Motor Show held in Victoria reflects the change to a truly national event, combining the efforts of the Victorian Automobile Chamber of Commerce and the Federal Chamber of Automotive Industries.
The new-look show will alternate annually between Melbourne and Sydney, as well as running on a new date in the middle of the year.
"We now have a sustainable model to present motor shows of genuine international quality in Australia," says Andrew McKellar, chief executive of the Federal Chamber of Automotive Industries. "The joint venture itself has worked extremely well. There has been a great level of co-operation between the two organisations, and melding the industry perspective with the dealer side of things brings a very good mix for the show."
The date change is the biggest difference for Melbourne motoring enthusiasts, moving away from the long-term commitment to a March event. The Sydney show ran until last year in September, which usually clashed with major shows in Europe and Japan, and that helped ease the decision to review the dates for every Australian International Motor Show from here on.
"The date change was something the car companies had pushed for, and it means they have access to some of the vehicles that are available for international events. We should have some exciting stuff to put on display," McKellar says.
In coming years, it also means the Australian show will take on greater importance in the Asia-Pacific area, which is driving much of the global growth in new-car sales.
McKellar is not worried about a winter show date in Melbourne, and says it moves the event away from its earlier clash with the Australian Grand Prix at Albert Park.
"We’ve got an even better show on the new date in Melbourne. And Melbourne traditionally gets out and supports these type of events
in a big way," he says.
Show director Tyrie, who has more than 20 years’ experience in the hot seat – first with the Melbourne show and then with the inaugural Australian International Motor Show in Sydney last year – says the support for the 2011 event shows a renewed commitment by car makers.
"I think the response this year has been excellent from all the companies involved in the show. The number of new-model reveals and special cars for the show is outstanding," he says.
Despite tough times in the car business, the show’s floorspace of 30,000sq m at the Melbourne Exhibition Centre – compared with 27,000sq m at Darling Harbour in Sydney – is filled to capacity. The latest addition to the line-up is Bentley, which is showing three cars, including its recently-updated Continental GT.
"At last count we had 29 brands, more than 400 cars in total, and 40 new-model reveals. That’s a lot for people to come and see," Tyrie says.
"To have that sort of turnout, only eight months after the Australian show ran for the first time in Sydney, shows there is a lot of
action in the motor industry."
"While sales are healthy," McCarthy says, "you’ve got to fight for every deal. For Mercedes-Benz, motor shows have always been worthwhile at the end of the day. People come to look, to cross-shop and also to buy."