In the race to win over car buyers, automotive marketers often fixate on decision-makers, spec sheets, and lead conversion funnels. But what if we told you that one of the most powerful influences on a purchase decision doesn’t sit in the driver’s seat — they’re sitting in the back,kicking their feet and asking if there’s a cup holder?

Families aren’t just attendees at The British Motor Show —they’re a high-value, high-impact audience that brands can’t afford to ignore. And in 2025, engaging them properly can mean the difference between a passive footfall and a memorable, measurable brand connection.

Beyond the Buyer: Understanding the Full Influence Chain

 While the final decision might fall to one person, modern car purchases — particularly for SUVs, estates and EVs — are increasingly family-led decisions. Comfort, boot space, tech, charging solutions and even how easily a child seat fits all come into play.

 And in a real-world event environment, it’s not just about what’s said — it’s about what’s felt. Families experience cars differently, and when a brand creates an activation that makes the whole family feel seen, the message sticks.

Why the Day Out Audience is a Missed Opportunity

 Here’s the truth: most live automotive activations are still built with a single buyer in mind. It’s often a middle-aged male, tech-savvy,interested in performance stats. But this outdated persona fails to reflect the broader group shaping buying choices.

The day out audience at The British Motor Show includes:

- Parents weighing up family car options

- Teenagers influencing brand perception

- Children engaging emotionally with experiences

- Multi-generational buyers attending together

When a family experiences your brand as part of a great day out, it’s not just marketing — it’s memory-making. And memories lead to loyalty.

What Does a Family-Friendly Brand Experience Look Like?

 Smart brands at The British Motor Show are no longer handing out leaflets — they’re:

- Running interactive games that speak to all ages

- Setting up live demos to showcase practicality and tech inrelatable ways

- Offering hands-on moments like boot-packing challenges,in-car tech testing, or augmented reality features

- Creating photo-worthy moments that families share online

It’s not just fun — it’s strategy. Each of these touch points becomes a story that families remember and repeat.

The Commercial Case for Engagement

 Let’s be clear: this isn’t just about good vibes. It’s about brand equity, lead quality and long-term sales impact. When a family:

- Experiences your car together

- Associates your brand with a positive shared moment

- Engages with your reps while relaxed and open-minded

…they’re more likely to stay connected, revisit yourproducts, and advocate on your behalf.

The car may be financed by one person — but it’s chosen by many.

Time to Rethink the Show Floor

As the automotive industry continues to shift from transactional to experiential, brands that succeed will be those who look beyond the specs and into the human story. The British Motor Show is the UK’s ultimate day out for car lovers and families alike — and with over 70,000 attendees expected, the family audience represents not just footfall, but real influence and real opportunity.

So next time you’re planning an event presence, asky ourself: are you marketing to one person… or a family?

Because at The British Motor Show, it’s the families who remember — and recommend.

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