What does Ford have in store for Sydney motor show?

[Dr Smith]

Reading today's Carsguide liftout it had an article that Ford Australia was taking out a very big display area and a "global reveal" would be taking place. Maybe also a way of stealing some VEII thunder...about time.

edit: Just found the online link:
http://www.carsguide.com.au/site/new...how_in_october

SYDNEY could become the Ford show in October. A global reveal is set to go 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 for 2011, set for showrooms in February 2011, 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. In Ford-speak we now treat it with the same level of attention as Detroit, Paris and Geneva," says Sinead McAlary, spokesperson for Ford Australia. "In the past there were too many motor shows in Australia, but now 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 pickup under development at Broadmeadows to an electric-powered 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 multi-million 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. "Were taking a look at our presence as a whole, not just the vehicles.

There will be senior global representation, but not (CEO) Alan Mulally," McAlary says. "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.

"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."

Break-Out:

The AIMS is already a sellout that's short on space. More than 30 carmakers have snapped up all the space at the Darling Harbour exhibition centre in Sydney, which will be hosting the event for the first and last time. It moves to Melbourne in the middle of 2011 and, by the time it returns, organisers plan to move the Sydney site to Homebush by 2012.

"The response to the show has been very positive, firstly 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," says Russ Tyrie, event director for the show.

"It's great for the show and it's also great for the Australian car industry. There is a very positive flavour around the show this year. We're got 32 brands and it's a sellout."