Supercharge car sales at Cholmondeley Pageant of Power
The Cheshire-based Cholmondeley Pageant of Power is being extended in 2011 to provide car manufacturers and dealers with a unique, new opportunity to market and sell cars to potential customers from across the Midlands and the north of England.
Expected to draw a crowd of more than 75,000, the event (15-17 July) will start on a Friday for the first time, and incorporate a new feature called ‘Magnificent Marques’. This has been created to enable sponsors to display vehicles, host guests in hospitality units adjacent to the circuit, and offer test drives on the challenging Cholmondeley track and local roads. The promotional display areas will remain in place for the full weekend, creating ongoing sales opportunities with the tens of thousands of car enthusiasts in attendance.
Even without Magnificent Marques, the Pageant provided sponsors with an unrivalled promotional opportunity in the north of England in 2010. “The 14 manufacturers and dealerships participating last year captured a huge volume of leads and secured sales worth in excess of £2.5 million,” said James Hall, Events Director for the Cholmondeley Pageant of Power. “We had an attendance of 50,000 at the Pageant in 2010 and will far exceed that this year. With the addition of Magnificent Marques, the Pageant provides an unbeatable opportunity to promote and sell vehicles in this part of the world.”
One such dealer which succeeded in raising awareness at the 2010 Pageant was Lamborghini Manchester. As well as bringing along a Lamborghini Gallardo Superleggera LP570-4 that set a new record lap time during the weekend, dealership representatives entertained guests and potential customers at their hospitality area at the heart of the action.
“The event was a huge success for us, and really helped raise our profile in the area,” commented Mark Woore, Sales Manager at Lamborghini Manchester. “It was a great opportunity for existing and potential customers to see the cars driven at the limit, and we generated plenty of strong leads over the weekend, a number of which directly resulted in orders being placed. We even received three orders during the event for Lamborghini’s next V12 model.”
With the launch at this year’s Pageant of the ‘Power to the Future’ enclosure, hosted in conjunction with Green-Car-Guide Live!, the event organisers are also inviting manufacturers to exhibit their environmentally-friendly cars and technologies in production-ready and concept form. The enclosure is also open to dealers to showcase the future direction of automotive technology and generate sales for the ’green’ cars in their own showrooms.
Winning the Best Tourist Event in Cheshire, the Pageant of Power has fast gained a reputation that makes it an essential date in the automotive trade calendar.
Further event information can be found at cpop.co.uk.
