The anticipation surrounding a new car launch is palpable – the culmination of years of innovation, design, and engineering expertise on display for all to see. It’s a moment that can define a brand’s trajectory, making a memorable impact on both automotive enthusiasts and potential customers. One strategic way to ensure your new car launch stands out is by leveraging automotive events where enthusiasts, experts, and media gather to celebrate the world of cars. From Concours’ to tradeshows, expos to festivals, each of these events brings a different experience and caters to a multitude of audiences on both local and global scales. In this blog post, we’ll delve into how to effectively leverage automotive events for a successful new car launch and PR.

The first thing to think of is targeted exposure, and therefore choosing the event that’s best for your brand because of its audience. Various automotive events draw a crowd of passionate automotive enthusiasts, potential buyers, journalists, and industry experts. Choosing the right event ensures your new car model is unveiled to a receptive and engaged audience, maximising its exposure to the people who matter most. These events also attract extensive media coverage, from traditional outlets to social media influencers and everyone in between. A well-executed launch during an automotive event can generate buzz that reverberates through news articles, blogs, videos, and social media platforms, exponentially increasing your brand’s reach and outreach.

Launching your new car at an event such as a Concours d’Elégance, for example, allows you to position your product alongside other prestigious vehicles, underscoring its quality and innovation. This association can elevate your brand’s image and give it a competitive edge. The opportunity to obtain real-time feedback at these types of events is also key, especially as this insight can be invaluable for refining your marketing strategy, making last-minute adjustments, or identifying areas for improvement.

Concours gatherings like the Pebble Beach Concours d’Elegance in California are renowned for their elegance and exclusivity. Brands like Bugatti have masterfully leveraged this platform, unveiling limited-edition hypercars amidst a collection of classic automobiles. This juxtaposition highlights the brand’s heritage while showcasing its latest innovations. We, here at HBPR successfully launched the Healey by Caton at Salon Privé London back in 2022, seamlessly blending the timeless elegance that the car exuded with the sophisticated backdrop of the Royal Hospital Chelsea. The prestigious event’s discerning audience provided the ideal stage for Caton to unveil the Healey by Caton, forging the right synergy between automotive artistry and luxury lifestyle for that particular brand.

Blending the old with the new is also a great way to appeal to enthusiasts. When Citroën unveiled the Citroën Oli concept at Retromobile Paris in February this year [2023], for example, it ingeniously harnessed the event’s historic ambience to introduce a contemporary electric vehicle (EV), bridging the gap between the brand’s iconic heritage and their forward-looking innovations. This launch at Retromobile Paris not only celebrated Citroën‘s legacy, and its inherent connection to its home country, but also demonstrated its commitment to sustainable mobility, resonating deeply with an audience that values tradition and embraces modernity.

While international automotive events offer widespread exposure, smaller gatherings like Bicester Scramble and Silverstone Festival provide a unique platform to connect with your audience on a more personal level. These gatherings allow brands to weave a narrative that’s relevant to the local automotive culture. Whether it’s celebrating heritage, showcasing performance, or highlighting innovation, utilising these visitor-focused events can make a significant impact on your new car launch journey. With its public debut at the Bicester Scramble next month [October 2023], we here at HBPR can’t wait to see Nichols Cars’ public launch of its first production-ready car, the N1A, at what’s usually a sell-out event, alongside the Frontline LE60 and BEE unveilings. This is the perfect example (in our opinion) of a car being ideally placed at an event where true enthusiasts can witness first-hand the fusion of classic British design and modern engineering excellence within the intimate and authentic setting of automotive heritage.

In conclusion, leveraging automotive events for a new car launch can be a game-changer in gaining visibility, creating a buzz, and establishing a strong presence in the market. By selecting the right event, telling a compelling story plus engaging with influencers and attendees, you can maximise the impact of your new car launch and set the wheels in motion for a successful journey in the competitive automotive landscape. Of course, this is only a selection of case studies we’ve chosen to highlight the power of automotive events to be the catalyst for a new car launch.

Here at HBPR, we pride ourselves on ensuring the best for our clients, every single time. What’s right for one won’t be for another, but our ethos for every project is that it’s created and conducted with care and resonates with global media and customers alike. If this blog resonated with you, you have any comments or would just like to have a chat, please get in touch at hannah@hannahburgesspr.com. Our door is always open.