Ford really pushed the boat out with a replica Tracey Island occupying most of its stand, together with a live show, based around the forthcoming Thunderbirds film. It may have cost a small fortune but entertaining visitors in this way will do the Ford brand nothing but good.
Brand familiarity is valuable to any business but when you reach the high echelons of such a famous name, stimulating interest paradoxically becomes more of a challenge.
Some manufacturers at the show do not have to go to anything like such extraordinary lengths to attract large crowds onto their stand. For example, a simple red Ferrari will always pull the crowds.
Amid the glitz and razzmatazz it is a fact that most cars on display in Birmingham will eventually lose their newsworthiness and become another statistic.
We will be valuing them and disposal managers will be working out the best routes to the used market for each one. It reveals much about our current car market that our own New Vehicle Data Dept has in the last week alone put 254 new or facelifted models into our systems.
No wonder we are continuing to grow this team – it is the only way to keep on top of the market's growth and simultaneously satisfy customer need for accurate, timely data on every vehicle as soon – or even before – it is actually available.'
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