Mr Osborne said there was substantial dealer interest in a new style of motor show that allowed participating dealers to sell vehicles at the event.
He said that the concept was proved – with varying degrees of success – in Perth last year and now Mr Osborne has already attracted a strong line-up of dealers for the next two years.
He told GoAutoNews Premium that he has booked the Melbourne Convention and Entertainment Centre for March 2019 to align with the Formula One event, then Sydney for October at Darling Harbour, and Brisbane was set for February 2020.
It was also scheduled for Perth, following the Inaugural Motor Pavilion event in May 2017 that ran over seven days.
Mr Osborne, who has also operated 72 events in the past 25 years including the national 4WD and Adventure Show before selling it in 2003, said future shows would be held over three days.
“The Motor Pavilion is, unlike previous shows, more focused on sales,” Mr Osborne said.
“Three days is not a huge impost on dealer’s time and staffing rosters, certainly not to the degree of five- and seven-day events.
“The recent Perth event had over 16,000 show visitors viewing around 350 vehicles from almost 40 marques including, for the first time in open display in WA, four Tesla vehicles and two McLarens.”
Mr Osborne said the top luxury and sports marques are displayed in a special area with limited access, known as the Pol Roger Luxury Island, complemented by non-automotive luxury displays like jewellery, fashion, perfumes, furniture and electronics.
“It is located centrally within the event so the public can get close and see the full quality and detail of these stunning cars,” he said.
“The cars are the stars here, so the focus is on how the visitor can see and touch and sit in the vehicles they like, and then move to a competitor vehicle and compare.
“The dealer should ensure the car is open and available to interested visitors and provide as much information as the buyer is likely to ask.”
Mr Osborne said the event requires minimal work by the dealer as “all they have to do is bring the clean car to the event on time. I do all the furnishing, displays and so on.”
He said the first Perth show was not as successful as he had hoped in terms of attendance, but said the car sales reported by exhibitors – some up to five cars – was very encouraging.
“It showed that the principles of the show were right and that was backed up by the enthusiasm of the dealers,” he said.
“Now that the first event has been conducted and the principles of the event have now been further honed I am seeking a partner or investor to join the expansion to the east coast and to conduct the event in each capital city.”
Motor Pavilion also has a VIP Only preview night called “Salon De Luxe” which includes Vintage Pol Roger champagne, six-star cuisine with a celebrity chef, live eclectic music, star entertainment, jewellery and fashion parades, luxury product presentations, and giveaways attended by around 500 exclusive guests.
Mr Osborne said that future shows may include a car auction and valuation services.
“With a national event circuit we will be able to create, for the first time ever, a way for the existing dealer sales channel to benefit, while the event can morph to suit the future sales stimulus needs of anticipated online selling methods by providing a see, touch and compare opportunity,” he said.
By Neil Dowling
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