Why the past ignites connection.

Last Friday, I had the pleasure of attending the Lancaster Insurance Services Classic Motor Show at Birmingham’s NEC with fellow petrolheads Andrew Lytheer and Matt Rose —and what a fantastic day it was.

Marking its 40th anniversary, the show spanned seven enormous halls, showcasing over 3,000 classic cars and motorcycles. From stunning pre-war machines to iconic post-war favourites and exotic supercars, it was a treasure trove of the UK’s motoring history.

The organisers absolutely smashed it, creating a flagship event for what’s fast becoming a national obsession. According to The Federation of British Historic Vehicle Clubs, 4.6 million people in Britain dream of owning a classic car—and judging by the crowds, it felt like a fair few of them had shown up at the NEC!

So why is there such an appetite right now?

In a world where modern vehicles are packed with complex tech and endless screens, there’s a refreshing charm and character in these older models. They remind us of a time when driving was all about the feel of the road rather than firmware updates. It’s no surprise that more and more people are drawn to the raw, tactile experience and personality that classic cars offer.

But it’s not just about the cars themselves—it’s about the communities they create.

Whether it’s devoted MG Motor UK Ltd owners, Alfa Romeo aficionados, Mazda Motor Europe Rotary fanatics or Ford Motor Company Capri die-hards, these groups are fiercely loyal, almost tribal. And brands that tap into this loyalty reap the rewards. Look at how JLR, MG are harnessing their brands heritage in an EV age.

Or Fiat, and Ford that have recently embraced their past with new facilities to display their heritage collections, using them to build strong, lasting connections with their customers. These brands have rediscovered the value of their legacy: it’s not just history, it’s a foundation of trust, emotion, and identity.

Engaging with these communities is a no-brainer.

Whether through events like this, online forums, or even direct outreach, brands that actively connect with their fans show they care. Look at Alfa Romeo, Porsche Cars GB Ltd or Mercedes-Benz AG, Group Lotus or Ferrari owners clubs! That appreciation goes a long way, and the dividends—loyalty, advocacy, and love for the brand—are priceless. Well done to Research Garage Group Ltd and Lauren-Ashley Hancocks for flying the flag with the new Junior!

The passion at the NEC was infectious. The shared love for motoring heritage was everywhere, and the stories behind each car and owner made it all the more special. I left the show energised, inspired, and already looking forward to next year’s event!


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