News

Power sales at Pageant

Time 2:13 am, March 29, 2012

THE Cheshire-based Cholmondeley Pageant of Power is offering car manufacturers and dealers an ‘unrivalled opportunity’ in 2012.

The event, which will take place June 15-17, will enable manufacturers and dealers an unrivalled opportunity to market and sell cars to potential customers from across the north of England and the Midlands, says organisers.

Last year exhibitors at the Pageant sold vehicles with a combined value of more than £2.5m, and in 2012 the event is expected to draw a record crowd of more than 65,000.


Following on from the success of 2011, the Pageant organisers have confirmed the return of ‘Magnificent Marques’, which enables sponsors and exhibitors to offer test drives on the 1.2-mile Cholmondeley track.

Car manufacturers Ford, Jaguar, Bentley, and BMW are already signed up to the event as sponsors, while other car and bike manufacturers will be exhibiting throughout the weekend, including Porsche, Honda, Nissan, Lexus, Citroen, Harley Davidson and Victory.

A number of dealerships from across the region will also be exhibiting, providing the opportunity for visitors to view a range of cars from a number of different brands, including Aston Martin, Ferrari, Fiat, Land Rover, Maserati, Skoda and Volkswagen. Dealer groups already signed up to exhibit at the event include Stratstone, Clare James Automotive and Lightcliffe.

One dealer to take full advantage of the Pageant’s promotional opportunities last year was Lexus Chester. As well as entering a Lexus LFA supercar into the competition, dealership representatives also entertained guests and prospective customers at the event.


‘This was our fourth appearance at the Pageant, but this year gave us the opportunity to ‘up our game’ by showcasing the Lexus LFA supercar,’ said Mark Mitchell, managing director at Lexus Chester. ‘One of only four in the UK, the LFA was the perfect vehicle for us to engage with our top-end Lexus owners. The Pageant provides us with the perfect setting in which to spend time with customers.’

James Hall, event director for the Cholmondeley Pageant of Power, added: ‘We had an attendance of over 55,000 at the Pageant in 2011, and the participating dealerships and manufacturers felt the event offered a brilliant opportunity to promote and sell vehicles to customers from across the region.

‘In particular, sponsors from the 2011 event found the Magnificent Marques element incredibly valuable, with many reporting sales off the back of the event – sales that they would not otherwise have secured.’

Fill in the Car Dealer Power survey to be in for a chance to win tickets to the 2012 Cholmondeley Pageant of Power. We have five pairs of tickets up for grabs, each worth £60 – and the survey only takes a few minutes to complete.

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James Batchelor's avatar

James – or Batch as he’s known – started at Car Dealer in 2010, first as the work experience boy, eventually becoming editor in 2013. He worked for Auto Express as editor-at-large and was the face of Carbuyer’s YouTube reviews. In 2020, he went freelance and now writes for a number of national titles and contributes regularly to Car Dealer. In October 2021 he became Car Dealer's associate editor.

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