World stage beckons
Ford is set for a global revelation in Sydney, writes Paul Gover ... and it’s sold out already
SYDNEY could become the Ford show in October. A big secret is to be revealed as the Blue Oval brand spends more than $2 million to claim the high ground for the first running of the Australian International Motor Show.
It will also have revamped Falcons and most likely a preview of the next Territory, set for showrooms in February next year, as Australia finally drives out of the second-string shows on the Ford program.
‘‘Australia has been elevated to the status of a global motor show. THE Australian International Motor Show is already a sell-out that’s short on space. More than 30 carmakers have snapped up all the space at the Darling Harbour exhibition centre, Sydney, which will host the event for the first and last time.
It moves to Melbourne in the middle of next year and, when it returns up north in 2012, organisers plan to move to Homebush. Event director for the show Russ Tyrie says: In Ford-speak we now treat it with the same level of attention as Detroit, Paris and Geneva,’’ Ford Australia spokeswoman Sinead McAlary says.
‘‘In the past there were too many motor shows in Australia, but now ‘‘The response to the show has been very positive, first from participants but also in leveraging that participation with model reveals, special exhibits and events.
‘‘Everyone is definitely putting their best foot forward and being very proactive.
‘‘It’s great for the show and it’s also great for the Australian car industry . . . We’ve got 32 brands and it’s a sell-out.’’ there is just one, it can be treated appropriately.
‘‘Once we started working on a global reveal the show had to have more importance.’’
McAlary refuses to discuss Ford’s big show surprise — which could be anything from the T6 pick-up under development at Broadmeadows to an electricpowered concept car — but admits it will have significance beyond Australia.
‘‘You’ll have to wait much closer to show day to find out what’s happening,’’ she says.
Ford is also spreading its multimillion-dollar spending beyond the opening of the show, inviting key executives and hosting a major media event early in the week of the show, which opens on October 15.
‘‘There will be some special stuff. We’re also putting a lot of effort into the non-vehicle aspects of the show, things like interactive activities for kids,’’ McAlary says.
‘‘But it still has to be a selling showing for our local dealers. So we’ll showcase vehicles that are available to buy, including the 50th anniversary Falcons.’’