Manufacturers commit to February NEC motorhome and caravan show as Swift pulls out

Swift, Britain’s largest leisure vehicle manufacturer, has confirmed it will not be attending this February’s NEC show

However, other major manufacturers have said they remain committed to the show and will be exhibiting, including giants like Bailey, Elddis, Erwin Hymer Group, Adria and Auto-Trail.

Swift had reserved a major presence at the show with stands in Hall 2 and Hall 4.

In a statement it said it had taken the decision to pull out of the NEC show because of changes in the way customers interact with the manufacturer and how they gather information on new models they’re interested in buying.

A spokesperson told MMM, "Over the course of the last 18 months we have been responding to changes in consumer behaviour and have modified our approach to sales and marketing,"

"Our strategy has focused on creating informative and engaging digital experiences to showcase the Swift brand and its range of products. In the absence of an exhibition in February 2021, we launched our first ever virtual event, Swift Live.

"This was incredibly successful with existing customers and new entrants to our markets being more willing to purchase product online."

While Swift, as a manufacturer, will not be present at the show, several dealers will be exhibiting new Swift motorhomes and campervans, meaning there will still be an opportunity to view its latest models at the indoor event, which is organised by NCC Events, a subsidiary of the industry’s representative body, the National Caravan Council (NCC).

John Lally, CEO of NCC Events, said:

Swift said its reason for pulling out of the show was because buyers are now more comfortable researching and making a major purchasing decision, like buying a motorhome, online and then finalising at their local dealership.

Swift said, "The digital route, combined with our existing dealer network, is strong and local, which has proved to be an ongoing and successful combination."

"We acknowledge that industry shows, including the February NEC exhibition, have played their part in Swift’s success. However, in light of the evolution in consumer behaviour, we have made a careful and considered decision to reduce our presence at industry shows in the coming year and, as a result of this, Swift Group will not be exhibiting at the Caravan, Camping & Motorhome Show in February 2022."

Other major British manufacturers have said they still intend to have a presence at the show.

Simon Howard, Marketing Director at Bailey, said,

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