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How to Plan Brilliant Car Launch Events

If you are involved in the planning of a car launch event, you'll be familiar with the iconic image of a beautiful car, alone in the center of a magnificent ballroom, lit by a single light. The idea is used by venues to present the size of the available spaces, show the event's high-end production value, and keep the iconic brand of a car front and center. 
 
But is this image of the car launch event still relevant today? 
 
Nozi Ndaba, PR Events Coordinator at Volkswagen, South Africa and Brian Kenworthy, Managing Director of the UK-based events agency TMB have shared with us expert insight on the new challenges of today’s car launch and on the most recent revealing techniques. 

21 Oct 2022 4 min to read

The Car is the Star in an Event off All the Senses

Car launch events are back with a bang, addressing the needs of the automotive industry, their customers, and the media for events that excite, build relationships, and inform car geeks and non-geeks alike of the unique aspects of their vehicles. In-person car launch events offer the opportunity to see, touch, feel, and sit in the object of desire - the car.
 
Nozi and Brian agreed that regardless of the method of propulsion - petrol, diesel or electric - the car itself was the star and shared a few of the factors which they felt contributed to a successful launch.
Radisson Meetings - Automotive
In the image above: Park Plaza Westminster Bridge London is an iconic hotel in central London featuring an impressive 1,200 sqm ballroom, perfect for car launches. Are you travelling for business but thinking about extending your trip to explore the city? Stay at our central hotel and take advantage of its incredible location.
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Things to Consider When Planning the Perfect Car Launch

  1. Car First
    Which technical and brand characteristics must be considered: rugged out-of-town use, executive city use, or suburban family use? This is the start of the process of defining the experience, location, and all the subsequent key decisions. 
  2. Event Design
    Do the participants and the brand require an emotional, intelligence, or hybrid format to deliver key messages tailored to the needs of the participants?
  3. Location
    The use of inside and outdoor spaces in destinations that reflect and support the car's brand essence is critical in delivering this tailored participant experience across the full needs of a launch. Brian believes that matching brand credentials to a diverse range of unique spaces can be difficult. 
  4. Infrastructure
    A car launch, by definition, makes use of a destination's entire capabilities, including hotel venues, testing tracks, open roads, production and experience makers. Working with expert infrastructure is critical for Nozi to efficiently create a complex, brand-sensitive, innovative experience.
Lobby - How to plan brilliant car launch events
In the image above: Radisson Blu Hotel in Frankfurt offers 1,915 square meters of meeting space, an ultra-fast Electric Charging Hub and a successful track record of hosting events for world-renowned automotive brands. Are you in Frankfurt for an event? Make the most of your trip and explore the city during the weekend from our central location.

Zero Internal Combustion Engine Car Launches by 2050

Electric and other methods of replacing traditional combustion engine vehicles are the future and this implies a shift in car launches. To host electric car launch events, a different infrastructure is already required. 
 
Brian Kenworthy believes that the dependability and frequency of charging stations for demo cars and participants will be critical in reducing the risk of failure. Especially when events are created in multiple locations to avoid flights and reduce an event's carbon footprint. Nozi advises that not every location is currently plug-and-play for electric vehicles; for example, in South African power, electricity load shedding can impact an event with contingencies required.

Sustainable Events are Now an Ethical Expectation

Nozi sees an increase in the expectation that events will be sustainable, and while there is not yet a top-down approach she deploys best practices at the planning level, she sees a time when corporate guidelines will outline how an event should be sustainable. 
 
Brian sees a greater emphasis on the locations and venue infrastructure required to demonstrate their sustainability credentials. Both favor multiple events that reduce air travel in the interest of sustainability.
 
So, whilst the image of a beautiful car in the center of a magnificent ballroom remains relevant, what is changing is the complexity of the modern-day car launch. Now more than ever, event planners need first-class support from their network and your venue partner can support you in navigating the complexity of today’s perfect launch event.  
 
Looking for a venue partner for your next car launch event? 
Contact our expert automotive teams to learn more about our destinations, venues expert venues and e-mobility solutions to support your brilliant car launch events. 
Rooftop - How to plan brilliant car launch events
In the image above: Radisson Blu Hotel, Nice is the ideal venue for events with a sea view and offers state-of-the-art, indoor and outdoor event facilities. Stroll down the Promenade des Anglais after your event and enjoy the French Riviera from our ideal location.
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