WRITTEN BY // JESSICA HEATHCOTE
KEY CONTRIBUTORS : SCOTT FREEMAN, LAUREN GARVEY
PUBLISHED: MARCH 2025
With an oversupply of new vehicles in Australia and increasing competition from emerging EV brands, automotive marketers must rethink their approach. Traditional dealerships alone no longer cut it—consumers expect immersive, personalised experiences that integrate both physical and digital touchpoints. This is where roadshow pop ups come in, offering mobile activations that bring vehicles directly to potential buyers to create high-touch brand interactions.
At DisplayWise, we’ve spent almost 25 years designing and building custom automotive displays from roadshows and exhibitions through to retail pop ups and launch events. Here’s our guide to roadshow pop-ups, and why we think they are an essential part of any automotive marketing strategy in 2025.
The Unique Advantage of Automotive Roadshow Pop-Ups
Automotive roadshow pop ups create immersive, face-to-face brand interactions that go beyond traditional showroom or dealership visits. These activations allow potential buyers to experience vehicles firsthand, engage with brand ambassadors and participate in test drives or hands-on demonstrations to build awareness and brand loyalty. They also open new opportunities for brand discovery, providing engaging, experiential touchpoints that wouldn’t be possible without a dealership visit.
Unlike static dealership spaces, automotive roadshow pop ups enable brands to meet consumers where they are—whether in bustling shopping centre environment or at a high profile outdoor event. With a modular and scalable design strategy, brands can tailor activations to specific audience segments, ensuring maximum impact while optimising costs, freight movements and materials.
Scott Freeman, Account Director at DisplayWise explains:
“Pop up automotive displays are a powerful marketing tool. Taking a vehicle and showcasing it in an environment familiar to the consumer, where they feel comfortable and in control, leads to a more genuine and lasting connection with the brand.”
Roadshow pop ups also offer brands a low risk way to test new markets, compared to the long term commitment and potentially higher up front costs of establishing a permanent dealership showroom. By experimenting with different locations, space configurations and design approaches, brands can gather instant customer feedback, refine their strategy and deliver targeted promotions in high-traffic areas.
CLIENT SPOTLIGHT : KIA EV5 AUTOMOTIVE ROADHSOW POP UP
In collaboration with our agency partner, Bastion, Kia Australia partnered with DisplayWise to execute a nationwide automotive roadshow pop up series, bringing the all-new Kia EV5 to 17 shopping centers throughout January – March this year.
The activation enabled seamless brand immersion, allowing customers to experience the latest EV technology firsthand through interactive displays and digital engagement touchpoints. To ensure efficiency and scalability, DisplayWise developed four modular car display kits that could showcase either one or two vehicles, ensuring consistency across all locations while remaining adaptable to different retail spaces.
From high-durability materials for easy freight and reassembly through to integrated digital engagement, including QR codes for test drive bookings, vehicle spec downloads and dealership connections, the roadshow delivered a dynamic, high-impact brand experience. Contact our team to explore how we can create a bespoke automotive roadshow pop up that helps your brand stand out in 2025.
The Rise of Experiential Marketing in 2025
Roadshows are by no means a new concept, but in 2025, they’re set to become a pivotal touchpoint along the path to purchase. While we’ve already explored the unique advantages of automotive roadshow pop ups, it’s essential to understand how evolving consumer expectations and industry trends are shaping their impact.
Today’s consumers are engaging with brands and media channels at an unprecedented pace, demanding more personalised interactions. We’re seeing automotive brands leaning into more data driven insights to craft tailored experiences that resonate with specific audience segments. From AI-driven personalisation to location based engagement strategies, automotive roadshow pop ups must go beyond static displays to foster meaningful, real time connections.
Additionally, we’re experiencing more sustainably driven displays and eco-design principles as a mandatory in roadshow briefs. As consumers increasingly seek eco-friendly initiatives, brands must also align their activations with Environmental, Social and Governance (ESG) principles. This means prioritising a holistic display strategy that repurposes assets, incorporates durable materials for effective whole of life costs while maintaining a high end brand presence. Discover more experiential marketing trends you need to know this year in our latest blog.
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CLIENT SPOTLIGHT: CADILLAC LYRIQ POP UP
In collaboration with our agency partners, FutureLabs and Jack Morton Australia, we created an electrifying roadshow pop up experience, showcasing the all-new Cadillac LYRIQ. The pop up featured the first right-hand-drive example of its incoming SUV to Australia and as such Cadillac wanted to deliver a luxury EV experience that blended innovation with interactivity.
This automotive roadshow pop up was designed to immerse visitors in Cadillac’s vision for the future, featuring a high impact, technology driven display that could be efficiently installed and transported across multiple locations. From the LED touch table where visitors could design their own colour scheme for a dynamic light show through to music reactive light displays, merging technology and personalisation, the result offered a unique first hand look at the future of luxury EVs. Contact our team to explore how we can create a bespoke automotive roadshow pop up that helps your brand stand out in 2025.
The Challenges of Automotive Roadshow Pop Ups
While automotive roadshow pop-ups offer an innovative way to engage customers, executing them successfully requires careful planning. From navigating logistics to ensuring brand consistency, overcoming these challenges is key to maximising impact.
Lauren Garvey, Project Manager at DisplayWise explains:
“Every roadshow pop up comes with its own set of unique challenges, whether it’s navigating tight bump-in windows, adapting to different locations or keeping everything consistent across multiple stops. Our role is to ease that pressure and stress through proactive logistics management and a solutions-focused approach. This ensures our clients can stay focused on delivering the best possible experience for their customers.”
Here’s the common risks to consider when planning an automotive pop up:
COMPLEX LOGISTICS
Site selection, securing permits, and coordinating schedules across multiple locations can be complex – we can help! Our team work in all major shopping centres, so we can guide you on the right precinct location and space to tell your brand story.
BRAND CONSISTENCY
With multiple setups, maintaining a cohesive look, feel and messaging across locations can be a challenge. We can help ensure a seamless brand experience with a modular, scalable design strategy to streamline the process.
DATA COLLECTION & PRIVACY
Capturing customer insights is invaluable, but it must be executed in compliance with evolving privacy regulations. QR codes, app-based interactions and opt-in surveys provide you with a balanced approach so be sure to do research and choose the right option for your brand.
AUTOMOTIVE ROADSHOWS PRO TIP
Selecting the right location is critical to engagement. Whether in high footfall retail environments, domestic or international airport terminals, major sporting events, or lifestyle festivals, the key is positioning your activation where your audience naturally gathers. Want to ensure your next roadshow is a success? Explore our guide to planning your roadshow activation for more expert insights.
Automotive roadshow pop ups are a powerful and way to build brand awareness in 2025. As consumers seek more personalised experiences, real time engagement and sustainable brand initiatives, roadshow pop ups offer a flexible, high impact way to connect with audiences beyond the dealership. From test drive bookings through to digital lead generation, these activations create meaningful interactions that drive real results.
Are you ready to redefine brand engagement? Contact DisplayWise today to start planning your next automotive roadshow pop up to cut through the noise and make an impact like never before.
