World stage beck­ons

Ford is set for a global rev­e­la­tion in Syd­ney, writes Paul Gover ... and it’s sold out al­ready

Herald Sun - Motoring - - On road -

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.’’

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