A reputable events company, first-class venue and flawless execution of all aspects of the events – these are the vital components of a successful car launch. 

All this should be supported by good publicity and an advertising campaign leading up to the event, says Carolina Lemos, director of catering and conference services with Four Seasons Hotel Macau. “All of these make for a top-notch and unique experience for both customers and their clientele,” 

Location is all-important, but is often one of the biggest challenges, particularly in Hong Kong, says Antony Spanbrook, managing director, of events company Luminous.

“The first and somewhat obvious challenge is a venue that has sufficient space and access for the vehicle to be launched,” he says. “In coming up with ways of revealing the car, the challenge again is the size and weight, and making sure that the reveal moment tells a story.”

One car launch at the Four Seasons in Macau saw the vehicles placed above the hotel’s swimming pool. Says Lemos: “With support from our engineering team and the contractor, we discussed the feasibility and worked out a plan to assemble a special kind of transparent platform for the car display. The challenge was to put the car on the platform without damaging it.”

But Lemos cautions that organisers should be prepared for the unexpected, especially outdoors. “Utilising an outdoor function space may at times present a challenge with weather and a back-up function room must be in place.”

Once the car is safely in place, it’s a matter of ensuring the message comes across. “The moment the car is revealed must evoke emotion in the audience,” says Spanbrook. “It must tell a story and provide a surprise of some kind.

“There are many ways, through lighting, music, projection and staging, that the reveal moment can be enhanced. The story that is told must provide some context to the features of the vehicle.”

In Europe, specialist planners that deal with the car industry have emerged. But what is also vital, says Spanbrook, is the style of the vehicle and the market. “When working with a major automotive brand, consideration must be given to the overall range of models and how the new model to be launched fits in. We must figure out what the unique proposition is and how to bring that to life for the audience.”

Event Mercedes-Benz SLK and C-Class Coupe launch
Group size 800
Organiser Cycle and Carriage
Venue Tanjong Pagar Distripark, Singapore
Date July 26

Mercedes-Benz’s SLK sports car and C-Class Coupe were launched in an unexpected pure white Helutrans art space at Singapore’s Tanjong Pagar Distripark in July. The artistic transformation of what is an industrial area in the broad light of day gave the revamped SLK and compact C-Class Coupe a fitting backdrop.

Holding the launch at the industrial venue was not without its challenges, however, as the park was off the beaten track and not known for hosting high-end product launches. 

"Venues can indeed be a challenge when launching new car brands," says Laura Schleser-Low, alternative communications and public relations executive for Daimler Southeast Asia. "Even if an industrial space is found where several cars can be easily transported into, there are the ‘human’ considerations."

The invitation to the event came with directions and a map to guide guests, and a large, illuminated balloon acted as a signpost to the venue on the night. "We also had our sales representatives call up guests to make sure they had no problem with directions," says Schleser-Low.

The show space was entirely white with modern art decorations. The cars were showcased in their own rooms, giving a different feel to each vehicle. Guests were able to pose inside both vehicles and sales staff distributed brochures and answered questions.

The atmosphere was relaxed with drinks served from a central bar in the entrance hall and roving waiters. "Food preparations areas may be hard to find with industrial venues, so it was good that a reputable and reliable outside caterer was arranged who was innovative and overcame any shortcomings," says Schleser-Low.

Client Audi
Group size 800
Organiser Luminous
Venue Sound Stage 1, Shaw Studios, Hong Kong
Date May 27

Liquid metal and contrasting black were the themes of the launch of Audi’s New A6 ‘engineered with a lighter touch’. The launch event, by marketing consultants Luminous at Shaw Studios, Sound Stage 1 in Hong Kong in May, was a dramatic affair with shiny metal contrasted with a black background.

Hostesses dressed in sleek black dresses greeted guests through a brushed steel archway into a tunnel of images of the A6 offset by chrome sculptures created by local artist Danny Lee.

Once inside, the guests were treated to a media workshop and cocktail party. The concept was ‘moulding and shaping liquid metal’ designed to highlight the A6’s key feature, ‘engineered with a lighter touch’.

The focal point of the main room was a giant mirror suspended from the ceiling reflecting projected morphing images of metal. Guests were guided into the space that featured three giant black cylindrical tubes – later to reveal three more cars – by a central bar.

“All event touch points, from the blank canvas venue of Shaw Studios to the dynamic reveal moment, ensured the launch was as innovative as the car itself,” says a spokesperson for Luminous.

Entertainment consisted of Taiwan’s only performer of the German circus wheel and, after an official toast with executives and guests, a performance by Cantopop star Hacken Lee.