Speaking at the What Next for Automotive? session at Earls Court yesterday, Imagination creative director Jordan Wade said he would like to see the axed British Motor Show come back with a ‘eco' theme to single it out from the other major motor shows.

"The show would be a chance to regroup and come out of the credit crunch with an exciting concept," he added.

However, Mobile Promotions managing director, Robin Carlisle said that he doesn't think the show will continue.

"The future is regional. Car companies have invested in some great showrooms, so the events will shift to there," he added. "There were too many [rival] global motor shows for launches and they were seen as sexier and better launch platforms [than the UK motor show]."

All the speakers concurred that experiential car launches would have to target ‘people in the street' as opposed to ‘petrol heads' who will buy cars regardless of marketing.

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