“The events team went above and beyond to help facilitate this event...

Ford and its designated training event provider Motiv8 International, brought together 2000 dealers and staff from across the UK at the Future Ford Live event at the British Motor Museum. The event took place over 8 days on an exclusive use basis. 

Marked as a major milestone in the multi-national auto-manufacturer’s conference calendar, the event launched Ford's brand new electrification strategy for 2020.

The event was set to showcase its All NewFord Puma MHEV and All NewFord Kuga PHEV models and outline the company’s future growth plans with an additional 12 electric vehicles set to launch into the market, Ford’s designated training event provider.

Motiv8 International was tasked with finding an iconic venue which offered the flexibility required to support this major seven-day event. The British Motor Museum offered just that, providing exclusive access to the venue’s conference and outdoor facilities and the ingenuity required to shape the space to work perfectly for the event.

Welcoming dealership, aftercare, sales teams and agency staff from across the UK, the event also allowed Ford to welcome over 80 colleagues from its Republic of Ireland dealerships for the very first time.

At the event, delegates were able to test drive the new electric car models on the nearby road network, whilst a designated skid pad was created amongst the venue’s 9,700 sq m of hard standing, external event space. This course provided an invaluable and exclusive opportunity for attendees to take to the track, put both vehicle’s new age technology to the test and experience its advanced driving capabilities firsthand.

Internally, the venue’s impressive Sky Suite and Conference Room facilities were transformed to allow for a series of bespoke interactive learning sessions. These included recreating a study, kitchen and lounge setting to emulate the modern purchaser experience, with many consumers now selecting their new vehicle from the comfort of their own home before visiting a dealership.

Car models were lined up to create a faux dealership for the team to share and contrast their learnings from the event, whilst additional interactive content included video exhibits, drones and a mini cinema for delegates to enjoy. An additional four electric car charging points were also installed specially by the venue ahead of the event to meet demand.

As well as being able to take a complimentary tour of the British Motor Museum’s various automotive exhibits, including its ‘The Car. The Future. Me’ exhibit, attendees also received complimentary passes to return to the museum at a later date.

David Taylor, director at Motiv8 International, commented: “The event at the British Motor Museum was a huge success and we were delighted to work with them to deliver this major training conference for Ford. It provided valuable interactive learning for Ford’s dealer, sales and agency teams as they gear up and look to the future of electronic automotion.

“We wanted to find a venue as iconic in the automotive sector as Ford and the British Motor Museum was the perfect choice. The venue provided the perfect contrast for theme of the event with its colourful automotive history, demonstrating the journey of car manufacturing industry as it continues to evolve. However, it was the events team who went above and beyond to help facilitate this event, that really made it for us. They met our extensive list of requirements and we wouldn’t hesitate to use the British Motor Museum or to recommend the venue to others.”

Charlotte Dawes, senior sales manager at the British Motor Museum, added: “We were thrilled to work with Motiv8 to deliver this fantastic event. It enabled us to push the physical boundaries of the event space, demonstrate our ingenuity and create a personalised experience which directly met the clients event objectives.”