Launching a new car in 2024? HBPR’s favourite UK reveal and drive locations as chosen by our team
The choice of launch locations plays a vital role in the success and efficiency of automotive operations. Whether it’s the production, testing, or marketing of cars, the selection of launch sites can significantly impact all aspects of the car’s debut and popularity. In this blog, we’ll explore different launch locations in the UK that are popular in the automotive sector, and how a launch location must mirror the character of the car for optimal effect and attention of the automotive industry, and the public.
The first location on this list is a familiar name to those in the automotive industry. Bicester Heritage is a 444-acre former WWII RAF Bomber Training station located in Bicester, Oxfordshire. This location is a well-known spot for those who work in the automotive industry as several automotive events such as the Bicester Heritage Sunday Scramble, meet-ups, and car photoshoots take place. We here at HBPR recently helped launch both the Frontline Cars LE60 and the Nichols Cars N1A at the last edition of the event [8 October 2023], to great success and acclaim on both fronts. A place dedicated to “automobiles [of] past, present, and future”, Bicester Heritage’s history and visually striking backdrop offer a unique and practical venue for a car launch, appealing to true automotive enthusiasts and providing a memorable setting.
Nestled in the city, in the heart of Battersea Park, Evolution London is a versatile 5,500 sqm space with an impressive eight metre ceiling height. This venue has a rich history of hosting various events, including award ceremonies, conferences, dinners, film premieres, fashion shows, product launches, charity events, exhibitions, and televised events. In the automotive world, it has been a setting for prestigious events like RM Sotheby’s annual London sale, the London Motor Show (2016), and more recently, the Gumball 3000 used Evolution London as their starting point, attracting thousands of car enthusiasts to Battersea for an epic journey across Europe. If you need a venue capable of accommodating a large audience, Evolution London is an excellent choice for a car show or product launch, especially if you represent a major automotive manufacturer.
Nestled in the enchanting landscape of Farncombe within the Cotswolds, The Fish Hotel is a hidden gem on a sprawling 500-acre private estate, where the possibilities for hosting exceptional events are boundless. Beyond seasonal celebrations for Christmas and New Year, The Fish Hotel provides exquisite settings for business meetings. If you seek an idyllic and tranquil haven enveloped by the beauty of nature to unveil your latest car masterpiece, The Fish Hotel deserves a top spot on your list. Moreover, this unique venue also offers an ‘exclusive use’ option, granting the opportunity to reserve the entire hotel for an unforgettable car launch experience.
Honourable Artillery Company
For a change of pace from the serene countryside, look no further than the Honourable Artillery Company (HAC), a renowned venue cherished by car enthusiasts. Nestled in the heart of London, near the Barbican neighbourhood, this historic location boasts a legacy as compelling as Bicester Heritage, as the HAC is one of the oldest military organisations in the City with a rich history that dates back several centuries. However, don’t be misled by its esteemed name and heritage, for this venue has set the stage for the most cutting-edge supercars, hypercars and concept cars as they elegantly grace its lawns each year for the London Concours – the self-proclaimed “automotive garden party at the heart of the City”.
Just a quick 90-minute drive from London, The Lakes by YOO, tucked away in the beautiful Cotswolds countryside, is a dynamic and sustainably-focused venue that has hosted a wide range of events, from team-building workshops and retreats to product launches and special celebrations. With a vast 850-acre space and interior design-led homes looking out onto stunning lakes, as well as vast experience in hosting events of any size, it’s an ideal choice for car launches of any scale, especially as it has the accommodation to boot. The Lakes by YOO promises an exceptional experience and an exclusive and unique setting for any inspiring event.
Returning to London, the Royal Horticultural Halls is a versatile venue renowned for its diverse array of functions, including fashion shows, weddings, exhibitions and conferences. This venue offers two distinctive halls – Lindley Hall and Lawrence Hall, allowing you to select the ideal setting for your event. Notably, the Royal Horticultural Halls has a history of hosting prestigious automotive events. In 2018, the esteemed Italian car marque Lamborghini chose Lindley Hall as the backdrop to unveil its new SUV the Urus, and Renault also organised the launch of its Formula 1 contender, the RS17, at the venue in 2017. The Royal Horticultural Halls, with its distinguished atmosphere, is a compelling choice for an exclusive car launch or a prestigious car awards ceremony.
The next destination on this list stands out as an exceptional choice for a car launch event, and here’s why: Winkworth Farm holds a distinguished reputation as a prime location for automotive events, drawing the attention of major OEMs like Audi, BMW, Hyundai, Land Rover and Mazda, among others. Nestled within its expansive 200-acre property, the views are breathtaking, and it sets the stage perfectly for an unforgettable launch experience. Situated at the edge of the picturesque Cotswolds, this venue offers an abundance of space to showcase vehicles. The Main Threshing Barn and Long Barn, both at your disposal, create an impressive backdrop for displaying any cars. Additionally, there’s the option to exhibit vehicles within the Covered Yard Barn. What sets Winkworth Farm apart is its commitment to modern amenities. Both main barns are equipped with high-speed Wi-Fi, catering to the needs of a tech-savvy audience and ensuring that your event will be the hub for eager journalists and enthusiasts alike.
Finally, we have Woods Quay, a standout choice for a remarkable car launch event. Woods Quay boasts a unique and distinctive setting as a floating venue on the iconic River Thames, right in the centre of London. Offering an unparalleled view of the iconic City, from Waterloo Bridge towards Westminster, guests can enjoy a view of some prominent landmarks like the London Eye and Big Ben. Recently, we here at HBPR, in conjunction with the automotive design house Makkina, held the unveiling of the Triumph TR25 concept car at the Woods Quay reception pontoon. One thing to remember, however, is that this venue does have limited capacity, so if the car launch or unveiling demands an exclusive and intimate gathering, this venue would undoubtedly be the perfect choice.
Over the years, we’ve helped many clients find the perfect launch venues for their cars or events and are always on hand to advise and bolster creativity in any way shape, or form. As always, HBPR is passionate about all things automotive, and we are always on hand to fuel your automotive dreams. We are more than just a PR agency; we are your partners in making every event and car launch an unforgettable and exceptional experience. If you’d like any more information, or just a general chat, please get in touch at hannah@hannahburgesspr.com. Our door is always open.
Image credit: Lisa Tse
