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Why Automotive Roadshow Pop Ups Are Essential in 2025

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.

4 Outdoor Brand Activations to Inspire Your Next Campaign

Outdoor activations are the perfect blank canvas to create a stand-out display space and connect with your audience. Whether your objective is brand awareness, product sampling or exclusive offers, there are many ways to push the boundaries of creativity and integrate fun and immersive experiences to really make an impact.

activations brand inspire outdoor strategy success

4 Creative Ideas for your Store-In-Store Displays to increase Customer Loyalty

Discover 4 creative ideas to design an effective store-in-store display that will help you boost customer loyalty and drive more brand engagement than ever before.

insights retail sotre-in-store strategy success

4 Common Challenges When Selecting A Retail Pop Up And How To Overcome Them

Given the rapid advancements in AI and technology over recent years, it’s evident that this year’s focal point will revolve around innovation. From biophilic design and the use of colour through to shareable experiences and modular strategies, understanding the current design trends will ensure you stay ahead with the evolving landscape of custom events and exhibitions.

challanges insights pop up retail strategy

4 Proven Strategies To Boost Your Exhibition Impact And Return On Investment

Yellow and Black Exhibition Stand with integrated lighting and product counter at Security & Integrate show at ICC Sydney

Exhibitions offer the unique opportunity of creating an immersive platform that connects people and products like no other.

digital exhibition impact insights strategy

From Efficiency to Innovation: How AI is Transforming Custom Display Strategy

As marketers, brand managers and producers, you’re familiar with juggling multiple tasks, tight deadlines and the necessity to create engaging experiences. But what if there was an AI tool that could be equal parts efficiency and creativity to increase your success and output?

With the rapid growth of artificial intelligence (AI), DisplayWise are embracing the opportunity to enhance productivity and automate repetitive tasks. AI has the power to revolutionise business processes and allow us to achieve more in less time. Whilst it’s important to acknowledge that AI cannot replicate social intelligence or creative originality, it should be seen as a complimentary tool that can augment human capabilities and contribute to the creation of more innovative solutions. Accenture reports that 75% of organisations could be out of business if they fail to scale artificial intelligence.

As a leading display builder committed to continuous innovation, DisplayWise understands the importance of harnessing the power of AI to stay ahead. Consequently, we asked our team what AI tools they’ve been using to help them automate and innovate and compiled a list of resources to help unlock AI’s potential in your custom display strategy, from planning and scheduling through to personalisation and ideation.

Challenge 1: Project Management, Scheduling and Logistics

Tools to consider: Motion, Trevor, Asana, Monday.com & ChatGPT

Managing the logistics of your brand activation roadshow or exhibition displays can be a complex task. At DisplayWise, our comprehensive project management services means we do the heavy lifting, solve those tricky logistical challenges and take away the stress so you can focus on what’s important – your brand. Our dedicated Project Management team is there every step of the way, ensuring that from the initial brief through to the final delivery, every stage of the project is managed seamlessly.

By combining our approach and leveraging your chosen AI tool, you can manage resource allocation more effectively, keep track of key milestones and make informed decisions for your campaign execution. Consider using Motion, Trevor, Asana or Monday.com to enhance project management efficiency. These tools with AI integrations or stand-alone tools, offer features such as intelligent scheduling, task assignment and progress tracking. For a practical approach, ask ChatGPT to present the information in a table format, including key project details, timelines, assigned tasks and progress updates to give you a clear visualisation for team and management updates.

Challenge 2: Meeting notes and creating tasks

Tools to consider: Fireflies, Veed & Otter

Teams meetings, Zoom meetings, WIP meetings – there’s no shortage of meetings when it comes to campaign execution and display strategy planning. With Firefiles, you can effortlessly capture meeting notes, organise them and collaborate with team members in real-time. Veed, on the other hand, offers an advanced video editing platform that can be utilised to extract key information from recorded meetings or presentations. This tool even allows you to transform spoken content into text, making it easier to review, extract action items and create tasks based on the discussions. Another useful tool is Otter, an AI-powered transcription service. It automatically transcribes audio recordings or live meetings, generating accurate and searchable text.

Challenge 3: Enhancing Targeted Marketing Strategies

Tools to consider: ChatGPT, Copy.ai, Jasper and all things Canva (Magic Write, Magic Design & Magic Edit)

To maximise the impact of your display, it’s crucial to align your marketing efforts with your target audience’s demographics and preferences. By implementing a multi-channel marketing approach to your custom display strategy you can increase your audience reach from social media and email marketing through to search engine optimisation and paid advertising

With AI, you can streamline the entire content creation process, save time and ensure that your marketing materials effectively communicate your brand messages. Try out Canva‘s Magic tools that offer a range of clever features from generating persuasive copy to designing visually stunning graphics and seamlessly editing your visuals.

You could ask Jasper to help identify key demographics, recommend effective messaging or what tactics you should leverage to reach your target audience and compliment your display strategy. It’s a platform designed for business and specialises in providing data-driven insights and recommendations for marketing strategies.

Why not prompt ChatGPT to generate a list of audience demographics that would benefit from your product or service? Or write a query for Copy.ai to create video marketing ideas that inspire your target audience and generate high engagement on platforms such as LinkedIn, Instagram and Facebook. Follow it up with a request for suggested call-to-actions on your landing page or a welcome email for new sign-ups too.

Ultimately, the more specific you are, the better the output will be.

Challenge 4: Maximising Audience Engagement

Tools to consider: Chatbots, Augmented Reality (AR) and Sentiment Analysis

Whether in a cluttered retail environment or amongst competitors on the exhibition show floor, custom design plays a pivotal role in captivating audiences. Our highly skilled team of Industrial Designers are passionate about bringing your vision to life and take the time to understand your brand and campaign objectives.

By integrating AR into your display, you can offer virtual product demonstrations or interactive games that capture the audience’s attention and encourages dwell time. Consider the benefits of AI-driven sentiment analysis too which gives your brand real-time feedback and analyses social media feeds to gauge effectiveness of your display strategy. This data can help make relevant adjustments and optimise your marketing efforts to reach its full potential.

Ultimately, harnessing the power of AI to overcome common challenges in your custom display planning and marketing strategies cannot be underestimated. At DisplayWise, we’re committed to pushing boundaries and finding innovative solutions that surpass our clients’ expectations. From sourcing innovative materials to staying on top of the latest design trends, we’re ready to help you create meaningful connections with your audience for your next campaign.

ai innovation project management strategy