The British Motor Show

What The British Motor Show does

The British Motor Show is an annual three-day automotive exhibition event organized by Automotion Events Ltd and held at the Farnborough International Exhibition & Conference Centre in Hampshire, UK. The show is structured around multiple themed zones — The Showroom (new car displays), The Live Arena (stunt shows and drift displays), The Grid (e-sports and sim racing), Supercar Paddock, Club Hub (car clubs), Festival Fields (live music and food), and Discovery Garage (family STEM) — and features exhibitors and sponsors including Ford, Tesla, BYD, Honda, CHERY, Bridgestone, Kwik Fit, Avery Dennison, LEGO Group, and Smyths Toys. It serves both consumer audiences (families, automotive enthusiasts, gamers) and B2B audiences (manufacturers, dealers, brand sponsors).

The company's underlying technology is a physical exhibition and event-management platform supported by a standard web stack (WordPress, Cookiebot consent management, Google Analytics, Microsoft Clarity) and third-party integrations for ticketing (SeeTickets), accommodation (HotelMap managed by BCD M&E), and test drive booking (Halo). There is no proprietary software product; the technical backbone is commercial and operational rather than software-defined.

Revenue is generated across four streams: consumer ticket sales (standard, VIP at £135 adult / £95 child, with a 20% advance-booking discount and free entry for under-17s with a paying adult), exhibitor fees from manufacturers and dealers paying for zone placement, sponsorship revenue from brands anchoring specific zones and competitions (e.g., Bridgestone Live Arena, Avery Dennison UK Wrap Championships), and ancillary driving experiences (Drift Limits passenger laps from £19/£39, under-17s driving lessons from £10–£25). The company operates with a lean team of 7 employees, is privately held with no disclosed funding rounds or institutional investment, and relies on event marketing across its website, Facebook, Instagram, LinkedIn, and YouTube channels to drive ticket and partnership sales.

Name

The British Motor Show

Legal name

The British Motor Show

Website

https://thebritishmotorshow.live

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

The British Motor Show is an annual 3-day automotive exhibition event held at Farnborough International Exhibition & Conference Centre in Hampshire, UK, organized by Automotion Events Ltd, featuring vehicle displays from major manufacturers, driving experiences, car club zones, family entertainment, and e-sports, serving automotive enthusiasts, families, and brand sponsors.

Ownership category

akta.pro rank

Product category

Automotive Exhibition Events

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Auto, Boat & RV Shows (MPAGAFAC)

akta.pro secondary industry

Transportation, Logistics & Mobility Shows Organizers (THAHABAL)

Keywords

• Automotive exhibition events
• Motor show management
• Driving experience services
• Vehicle display events
• Consumer event ticketing

Headquarters

HQ city

Farnborough

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Infrastructure, Technology or R&D

Revenue model

1. Ticket Sales: Primary revenue from selling admission tickets to visitors, with standard tickets, VIP packages, and driving experience add-ons. Advance tickets available at 20% discount.
2. Exhibitor Fees: Revenue from automotive manufacturers, dealers, and brands paying to exhibit at the show, including prime positioning in zones like The Showroom and Supercar Paddock.
3. Sponsorship: Sponsorship revenue from brands like Bridgestone, Kwik Fit, Avery Dennison, LEGO Group, and Smyths Toys sponsoring specific zones, arenas, and competitions.
4. Driving Experiences: Additional revenue from paid driving experiences including Drift Limits passenger laps (from £39), under-17s driving lessons (from £25), and other Ride & Drive offerings.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

The British Motor Show operates an annual three-day physical automotive exhibition event at the Farnborough International Exhibition & Conference Centre, branded 'The Greatest Show on Wheels'. It sells admission tickets (standard, VIP, with on-site driving experiences such as Drift Limits passenger laps and under-17s driving lessons) to consumer attendees and charges exhibitor/sponsorship fees to automotive manufacturers, dealers, and brands for access to themed zones including The Showroom, Live Arena, Supercar Paddock, The Grid e-sports zone, and family entertainment areas.

Product overview

The British Motor Show is a physical automotive exhibition event organized into multiple themed zones offering a comprehensive car enthusiast experience. The core event features The Showroom (new car displays from manufacturers including Ford, BYD, Honda, Tesla, Peugeot, Citroen, Isuzu, CHERY) and the Live Arena (stunt shows and drift displays sponsored by Bridgestone/Kwik Fit). Driving experiences include Test Drives (pre-bookable via Halo) and Ride & Drive (passenger laps, under-17s lessons). Family entertainment spans Discovery Garage (STEM activities), LEGO & Smyths Zone, Festival Fields (live music, food), and the Supercar Paddock. Car culture zones include Club Hub (car clubs), Lowered & Loud (custom builds), Pit Lane (motorsport), and The Yard (drift displays). Premium offerings include BMS VIP packages and the UK Wrap Championships competition sponsored by Avery Dennison. Tickets are sold through SeeTickets with accommodation services via HotelMap partnership.

Differentiator

Problem solved

Functional benefit

Products and services

• The British Motor Show 2026 Annual automotive exhibition event held at Farnborough International Exhibition & Conference Centre, featuring vehicle displays from major OEMs, live stunt performances, driving experiences, e-sports, family entertainment zones, and the UK Wrap Championships competition. Open to consumer ticket holders, with B2B exhibitor and sponsor packages.
• General Admission Tickets

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

19 partnerships are on record, tiered flagship, core and minor.

• BridgestoneflagshipGTM or Marketing Partner · 1 January 2026Bridgestone is the title sponsor of the Bridgestone Live Arena in partnership with Kwik Fit. The sponsorship includes branding of the main live action arena featuring stunt shows, drift displays, and high-energy performances. Also sponsors the Supercar Paddock zone.
• Kwik FitflagshipGTM or Marketing Partner · 1 January 2026Kwik Fit partners with Bridgestone for the Live Arena and Supercar Paddock. The Paul Swift Stunt Supershow is presented in partnership with Kwik Fit, bringing high-speed stunts and precision driving displays.
• Avery DennisonflagshipGTM or Marketing Partner · 1 January 2026Avery Dennison is the Official Sponsor of the UK Wrap Championships 2026 for the second consecutive year. The globally recognized materials science and graphics solutions leader showcases automotive graphics solutions including paint protection film (PPF) and vehicle wrapping materials.
• LEGO GroupcoreGTM or Marketing Partner · 1 January 2026LEGO Group sponsors the Live Stage in partnership with Smyths Toys. The zone includes LEGO build challenges, live stage sessions, competitions, giveaways, and an expanded retail shop. Features creative fun and interactive builds for families.
• Smyths Toys SuperstorescoreGTM or Marketing Partner · 1 January 2026Smyths Toys partners with LEGO Group to sponsor the Live Stage. Brings an expanded retail shop featuring LEGO sets and toys to the show. Creates hands-on building experiences and family entertainment.
• Draper ToolsminorGTM or Marketing Partner · 1 January 2026Draper Tools is listed as an exhibitor and partner, providing tools and automotive equipment displays at the show.
• Alpine Sim RacingcoreGTM or Marketing Partner · 1 January 2026Alpine Sim Racing provides F1 simulators in The Grid e-sports zone. Features immersive racing simulators putting visitors in the driver's seat on iconic circuits.
• The British ArmycoreGTM or Marketing Partner · 1 January 2026The British Army Village features military vehicles, interactive games, Army motorsports displays, sim racing bus, and career information. Engages visitors with recruitment and armed forces awareness activities.
• Drift LimitscoreGTM or Marketing Partner · 1 January 2026Drift Limits provides passenger drift experience laps in the Ride & Drive zone. Offers high-performance supercars, drift cars, GT3 race cars, and Formula One car experiences.
• i-mediaminorGTM or Marketing Partner · 1 January 2026Digital Out-of-Home advertising company delivering content across UK Motorway Service Areas. Listed as an exhibitor at the show.
• BYDcoreGTM or Marketing Partner · 1 January 2026BYD (Build Your Dreams) is a high-tech company exhibiting at the show, showcasing their electric vehicles and sustainable mobility solutions. Founded in 1994 with over 31 years of growth.
• FordflagshipGTM or Marketing Partner · 1 January 2026Ford Motor Company exhibits in The Showroom and Test Drive zones, showcasing their latest vehicles with pre-bookable test drive experiences.
• TeslaflagshipGTM or Marketing Partner · 1 January 2026Tesla exhibits at the show as one of the world's most influential electric vehicle manufacturers, showcasing their latest EV technology and vehicles.
• HondacoreGTM or Marketing Partner · 1 January 2026Honda confirmed as exhibitor at The British Motor Show 2026, with Yeomans dealerships representing the brand.
• CHERYcoreGTM or Marketing Partner · 1 January 2026Fast-growing global automotive brand CHERY exhibiting at the show as part of their UK market expansion.
• PitstopminorGTM or Marketing Partner · 1 January 2026Motorway rewards app turning miles into smiles. Plan smarter routes, unlock discounts, and rack up rewards. Exhibiting at the show.
• Motor TraderminorGTM or Marketing Partner · 1 January 2026Motor Trader has been reporting on the automotive market for over 100 years. Read by senior management in franchised and independent car dealers as well as car manufacturers. Media partner at the show.
• HotelMapminorGTM or Marketing Partner · 1 January 2026Official hotel booking partner for the event, providing accommodation booking services with special rates for British Motor Show attendees.
• BCD M&EminorGTM or Marketing Partner · 1 January 2026BCD Meetings & Events manages hotel bookings for the event through the HotelMap platform, handling group bookings and accommodation coordination.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mondial de l'Automobile (Paris Motor Show): Long-running European consumer motor show with major OEM participation. Comparable on consumer ticketing, sponsor monetisation and exhibitor-fee-driven economics.
• Goodwood Festival of Speed: The UK's flagship annual automotive enthusiast event featuring manufacturer displays, live motorsport, and driving experiences. Most direct UK comparable — both target car enthusiasts and OEMs at a single UK venue over a multi-day window.
• Los Angeles Auto Show: Large US consumer auto show with new vehicle reveals, test drives and family-oriented zones. Direct comparable on multi-zone format, OEM exhibitor fees and consumer ticketing.
• Essen Motor Show: Germany's leading tuning and modified-car show. Comparable on enthusiast/club audience, modified-car zones and live stunt content.
• Salon Privé: UK luxury and supercar concours/show featuring premium OEMs and high-net-worth attendees. Comparable as a curated UK consumer auto show monetising tickets, sponsorships and exhibitor fees.
• Autosport International: UK motorsport-focused exhibition featuring race cars, teams and driving experiences. Comparable on motorsport zone content, exhibitor fees and UK consumer audience.
• Geneva International Motor Show: Major European consumer motor show featuring global OEM launches and consumer attendance. Comparable in business model (tickets + exhibitor fees + sponsorship) and OEM-led content, despite a different geography.
• CarFest: Chris Evans' family-focused UK automotive and music festival combining supercar displays, driving experiences and family entertainment. Closest peer in the family-inclusive positioning and zone-based format.

Broad incumbents

• Clarion Events: Major UK-headquartered exhibition organiser running portfolio events across multiple verticals. Adjacent comparable as a larger, scaled exhibition organiser that could enter or substitute for the British Motor Show category.
• RX Global (Reed Exhibitions): Global exhibition organiser (part of RELX) running major automotive and mobility shows worldwide. Broad comparable as an incumbent exhibition organiser whose automotive portfolio competes for the same OEM and sponsor budgets.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@thebritishmotorshow7206
• Facebookfacebook.com/thebritishmotorshow
• LinkedInlinkedin.com/company/the-british-motor-show
• Instagraminstagram.com/thebritishmotorshow

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The British Motor Show