NEWS & EVENTS

SHOWS

Manufacturers commit to February NEC show as Swift pulls out

Swift, Britain’s largest leisure vehicle manufacturer, has confirmed it will not be attending this February’s motorhome and caravan show at Birmingham’s NEC. 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. It said it had taken the decision not to attend the 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.

“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,” a spokesperson told MMM. “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 products online.”

While Swift itself will not be 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).

“NCC Events was, of course, disappointed to hear the Swift Group has made the decision to reduce its presence at industry shows and will not be exhibiting as a manufacturer at the event. While Swift