Last Friday I travelled to the Goodwood Festival of Speed. A summer highlight for me. I’ve attended for years, rain or shine. The sights, the sounds, the smells… it’s world-class. And this year, it was a scorcher.
But I wasn’t just looking at the cars. I was people-watching.
At brand HQs, you hear the line: “events like these don’t sell cars.” And sure, some big names were conspicuously absent.
But they’re missing the point.
The best car brands aren’t selling commodities. They’re selling aspiration, experience, and emotion. They’re telling stories, shaping identities, and creating memories that last. They’re building community. They’re shaping culture.
If you're selling a commodity, at the lowest price, you don’t need a brand. You don’t need storytelling or emotion. You just need performance marketing and a conversion target.
But if you're building a brand, you’re playing the long game.
No, people don’t go to Goodwood on a Saturday and buy a car on Monday. But get it right, and you plant a seed that grows into lifelong affinity. In a crowded market, emotional connections make the difference.
Just ask Porsche AG.
We joined a queue to get on the stand, yes, a queue for retro Porsche Martini trainers. No one needed them. People were buying into the story. Into belonging. Into the brand.
Their renewed Sonderwunsch programme, embracing personalisation across old and new models, flexes heritage and individuality in one hit. It’s pure brand magic.
Jaguar brought its Type 00 to life for the first time at Goodwood. I met Santino Pietrosanti a privilege. His energy for what’s next for the brand is infectious. The stand? Packed. Buzzing.
Alpine marked 70 years of innovation with the Alpenglow, the A110 R Ultime, A290 Rallye and the new A390 electric fastback.
Renault Group showed the R5 Turbo 3E and 4Ever Trophy both UK debuts.
BMW Group again showed how to do brand right, with a line-up of the now and the next. Highlights included the M2 CS and retro-inspired Vision Neue Klasse.
Group Lotus marked 75 years of F1 heritage with tributes to Senna and Clark. On the stand Emira GT4 Race Car, Cup Concept, and the Evija in John Player Special livery.
Last not least Denza, who clearly know where to debut.
And those were just my picks.
On Sunday night, I met my teenage nephews as they got back from two days at Goodwood - dusty, tired, wide-eyed. Full of stories, inspiration, and fresh connections to the brands they’ll now follow for life.
That’s the power of this kind of experience. And it’s why events like Goodwood matter more than ever.
Not because people are there to buy.
But because this is where love affairs begin.
Where stories are shared.
Where future customers and lifelong advocates are born.
In a world full of noise and algorithms, this kind of in-person brand theatre hits differently.
It’s not about impressions.
It’s about impact.
And from what I saw last weekend, the smart brands still get it.
We Are Acuity has over 25 years experience in automotive marketing. To find out more have a look at our Automotive page here.
Or alternatively read more about Local Marketing on our blog page 'Local Thinking': https://www.weareacuity.com/local-thinking-our-blog