More than 28,000 people – many of them wanting to purchase a vehicle – walked through the gates yesterday on the event opening, which industry insiders believe has become our default national motor show.
Despite the dairy downturn and the fall in lamb prices, the cow bell rang continuously inside the Hyundai Pavilion every time a vehicle sold to applause for the people inside.
Hyundai was not alone in attracting buyers; other brands reported strong inquiry too.
“I noticed that more people had come to the show this year ready to buy a car, and I directed more people to a sales person this year than I did last year,” says Ford communications and government affairs manager Tom Clancy.
“We had more people shopping across our passenger car range as well as the Ranger pickup,” he says.
“Despite the challenges out there, there’s a definite mood of optimism amongst people attending the National Fieldays,” says Clancy.
Holden New Zealand, Ssangyong, and LDV, Renault, Jaguar Land Rover, Isuzu Ute, Mahindra, and also event sponsor Hyundai New Zealand all increased their site footprint at the 2016 edition of the
National Fieldays.
Toyota, Mitsubishi Motors, and KIA retain similar size sites to last year.
One distributor representative who wished to remain unnamed says his brand had spent more than $250,000 on its stand, and he says others would spend far more.
Not only has Holden moved into a far larger and more expensive site, its located right next door to it’s biggest rival the Ford Motor Company.
“Our marketing team lead by marketing general manager Marnie-Jane Samphier felt the brand required a new site that better reflected the company’s product and market position, so
we’ve upped the game considerably from our previous efforts,” says Holden New Zealand managing director Kristian Aquilina.
Ford’s spokesman Tom Clancy says he isn’t phased by the interloping Red Lion brand.
“We were here first, and I guess imitation is the best form of flattery,” says Clancy.
“It is good to see our competitors investing more in the event, it shows the importance of National Fieldays; it seems as though it’s become our default national motor show, as every year we see more reveals of new vehicles coming through,” he says.
“This year Ford revealed the new Focus RS for the first time at Mystery Creek and in previous years it was our first public display of the Mustang and the Everest,” says Clancy.
While Ford took the opportunity to take prospective buyers off the grid in it’s Everest SUV with professional drivers at the helm, Isuzu Ute allowed customers to experience their purpose-built off-road course behind the wheel of a 4×4 D-Max pick up or MU-X SUV.
Isuzu Ute spokesman Gareth Lowndes says the brand had also increased its footprint to better cater for a VIP cafe for customers within the pavilion as well as the interactive driving experience attached to it.
Renault brought some Gallic flair to its stand with a miniature marquee version of the Eiffel Tower and a French Patisserie and Cafe for showgoers to enjoy while checking out its range of electric vehicles and the newly released Trafic van.
People heading to the Ssangyong and LDV site could not only enjoy a restaurant and bar facilities as well as an onsite executive portaloo and even a wooden hot tub for those brave enough to bring their togs.
Volkswagen also had hot coffee and soup within its pavilion as well as the latest California Ocean luxury 4×4 camper.
Volkswagen general manager Tom Ruddenklau says the locally brand has moved on from the diesel cheat debacle, and that it brought the distributor closer to its dealer network and customers.
Ruddenklau says Volkswagen NZ front-footing the issue restored the relationships between all parties, but it has taken time.
“Never let a good crisis go by,” he joked. “It is an opportunity that can do a lot of good.”
“We had one bloke at the Southern Fieldays in Waimumu who was a bit loud and vocal towards us about the diesel issue, but after a few drinks and a bit of chat he then became my best mate,” says Ruddenklau.
