When you think of a motor show, your mind likely jumps to gleaming cars, petrolheads, and the latest electric vehicle innovations. And yes, they’re all part of the picture — but they’re not the whole story.

In 2025, the UK’s leading automotive event is far more than just a showcase of horsepower. It’s become a day out, a family experience, and a lifestyle destination. Which is why more and more non-automotive brands are choosing to show up, stand out, and connect.

If you’re in fashion, tech, travel, food & drink, or family-focused retail, here’s why The British Motor Show might just be your most surprising (and effective) event of the year.

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It’s Not Just an Audience — It’s a Whole Day Out

60,000+ visitors attended The British Motor Show last year. But they didn’t just pass through. They stayed, they explored, and they immersed themselves in a full-day experience — live arenas, test drives, kids’ activities, new tech, celebrity Q&As, and interactive exhibits.

That means more than just footfall — it means attention.

It means families in discovery mode, kids excited by what’s around the corner, parents relaxed and open to engaging with something new, and couples enjoying a rare day out together.

For brands, it’s the sweet spot:

- High dwell time

- Low distraction

- Positive emotional context

- A ready-to-interact mindset

It’s not just eyeballs — it’s real connection.

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From Car-Focused to Culture-Focused

Cars are no longer just about engineering — they’re about identity. People don’t just buy a car, they buy into what it says about their life: family, freedom, tech, style, sustainability.

So when your brand shows up in that environment — whether you’re a travel insurance provider, a hiking gear brand, a streaming platform or a wellness food label — you’re not out of place. You’re part of the lifestyle.

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More Than a Stand: A Storytelling Platform

Whether you’re building awareness, launching a product, driving CRM sign-ups or deepening brand affinity, The British Motor Show isn’t just a place to be seen — it’s a platform for creative storytelling. From photo booths and competitions to immersive brand activations and live content creation, you’ll find an audience ready to not just consume, but share.

And with digital content repurposing, influencer engagement, and a year-round content runway, your return doesn’t stop when the gates close.

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The Opportunity Is Now

The smartest lifestyle brands are looking beyond the traditional circuits. They’re meeting audiences where real decisions are made, in real-world environments that spark emotional connection and lasting recall.

And that’s exactly what The British Motor Show delivers.

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So the next time someone asks, “What’s a fashion, food or travel brand doing at a car show?” — you’ll already know the answer:

Exactly what they should be.

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Want to explore what your brand could do at the show? We’d love to talk ideas.

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