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Too Many Continental Shows?
Page 108
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THERE is a tendency towards a revulsion of feeling concerning the number of shows at which commercial vehicles are displayed. This does not refer to exhibitions of this nature in Britain although, even here, those members of the Society of Motor Manufacturers and Traders who have voted for the Earls Court Show to be held at three-year or longer intervals have, on more than one occasion, almost won their case. It is, however. the numerous events staged abroad which are causing the present and growing opposition.
For example, only two or three manufacturers of heavy vehicles will have models at the Brussels event which opens on January 17. On the other hand, to avoid visitors to the city being disappointed if they particularly wish to examine some of our latest products, a group of agents within the Brussels area has arranged to have a number of British makes specially exhibited in their showrooms. This may not be quite so satisfactory from the point of view of publicity and prestige as staging them in the Salon itself, but it will save considerable expenditure of hard currency, a point to which the state of our national finances still lends much weight.
The motor exhibitions in Paris, Brussels, Geneva and certain other centres are held annually. This may be satisfactory in-respect of cars, in which there are usually more fluctuations in design and appearance, but commercial models are not so affected bSt what are considered to be-the whims of the public. Therefore, from the point of view of manufacturers in our industry, it would seem preferable to have an intermission of, say, two years, particularly if it becomes the practice to organize agents' "side shows" alternating with the booking of stands at the main events.
Opportunities of promoting our export trade must not be lost altogether, therefore advantage should be taken of the large influxes of people from all countries who attend the foreign shows. However many visitors from abroad may be attracted to the corresponding events at Earls Court, it cannot be expected that they could ever be as numerous as those who visit the Continental events.
Admittedly, most of the likely buyers probably come to our shores, but there is something more to be considered than that. Competition is growing and in one way or another our products must also be on the spot. Export orders in a buyer's market can seldom be obtained in one's own country.