News - General News Events
MotorWorld Sydney to cost brands $50k
Hot laps: Honda Australia will have a presence at the MotorWorld Sydney event in November and there is a chance the all-new NSX could make an appearance.
Organisers press go on MotorWorld Sydney, with the aim of luring 25 brands
Click to see larger images
9 February 2016
MOTORWORLD Sydney organisers are charging car-makers up to $50,000 apiece to
participate in the five-day event, with hopes of attracting 25 automotive
brands in its first year.
The company behind the interactive motoring festival, Definitive Events, this
week announced further details of the function, which managing director Kris
Willand calls, “a retail and drive event (and) Australia’s biggest driving
An official media launch event is set for this week, with New South Wales
minister for trade, tourism and major events Stuart Ayres set to be in
attendance. The five-day festival kicks off at the Sydney Motorsport Park from
November 30 this year.
Mr Willand said he was confident that 25 automotive brands will be involved in
the ‘lifestyle’ event that debuts in around nine months time.
“So 25 brands is clearly the target for us, we’ll have at least 15 to 20
represented there [at the launch] some investigating, some committed,” he told
“We’re officially launching by saying we’ve got the sponsorship behind us, the
media behind us and it’s all systems go. There is a substantial marketing fund
to make this happen.”
Asked whether he is certain that enough brands will come on board, he replied,
“I’m very sure, obviously, as I’m putting my reputation and money on the line
Mr Willand declined to nominate manufacturers that will participate in the
event, however he said that five or six are confirmed. Other brands
are discussing split funding between dealerships and in-house
Marques participating in the launch event include Lamborghini Sydney, Ferrari
Australasia, Honda, Tesla, BMW Motorrad and the Mustang Owners Club.
Representatives from Premium and mainstream brands such as Mercedes-Benz, Kia,
Mazda, Volkswagen, Lexus, Volvo, Peugeot/Citroen and Ford also indicated to
MotorWorld that they would be present for the launch function.
GoAuto has contacted several automotive brands for comment.
In addition to unspecified funding support from the NSW state government, the
event will also be backed by television’s Network Ten, radio’s Nova
Entertainment and website MammaMia.
Consumer reach through traditional and social media is pitched as one draw card
to get automotive brands to participate.
Mr Willand said he also hopes that MotorWorld Sydney learns from the mistakes
of the failed motor show model following the axing of the Australian
International Motor Show (AIMS) in 2013.
“For a major brand the entry ticket would be $1 million and then some,” Mr
Willand said, further citing a lack of test-drive conversion for motor
show-goers and limited return-on-investment data as other issues MotorWorld is
attempting to address.
“For a brand to participate (at MotorWorld) and have cars in all the driving
experiences, investment from the brand is no more than $30,000 to $50,000,” he
“We’ve brought it down to a package which is very manageable. A typical car
company will have about 10 to 15 cars in action [and] they’ll have other
experiences such as a Mercedes-Benz drive academy or off-road course by Land
Rover where the cars can be shown in action.”
While each manufacturer will have its own marquee and static display set-up, it
will be able to nominate vehicles to participate in such drive experiences.
Vehicles will be able to be driven by show-goers on a circuit, on dirt or on
the road; an ‘entertainment arena’ will include educational components such as
ABS and ESC demonstrations and there will be dedicated 15-minute track slots
throughout each day for manufacturers to run specific passenger-ride events
such as hot laps, or drag races.
Final entry costs for the public are yet to be determined, however Mr Willand
says the aim is for an all-inclusive daily fee of $30 for adults and $70 for a
family, while parking at the site 40km west of the Sydney CBD will be free.
Following a decision last October to swap venues from Sandown Raceway to Sydney
Motorsport Park due to a “saturated” Melbourne car market, Mr Willand said he
is not keen to explore other interstate venues for MotorWorld.
Rather he wants this new-age motor show to stand on its own two feet, likening
the Sydney event to Goodwood in the United Kingdom or the Tokyo Motor Show in
Japan having only one venue base.
As previously reported by GoAuto, the decision to shift the MotorWorld event
from Melbourne to Sydney was pushed along after receiving funding from NSW
government agency, Destination NSW.
Last year the Victorian Automobile Chamber of Commerce and the RACV attempted
an interactive motoring event at the Melbourne showgrounds, but poor uptake
from brands and low attendance numbers meant the show was shelved.
It attracted just six automotive brands to the March, 2015 event including
Mercedes-Benz, Ferrari, Volvo, Toyota, Isuzu Ute and all-terrain vehicle-maker
Another Melbourne-based event, Motorclassica, has grown each year and is seen
as a successful example of a new motor show.