Event organisers Messe Frankfurt South Africa (MFSA) are supercharged for the fifth edition of the annual Festival of Motoring following its postponement due to the COVID-19 pandemic.

The popular motoring event is the largest automotive show on the African continent and the only national industry supported event endorsed by the National Association of Automobile Manufacturers of South Africa (Naamsa).

The 2021 Festival of Motoring, presented by Wesbank, will focus on the celebration and achievements of the industry while highlighting innovation and aspiration for the youth of South Africa.

The content and marketing of the festival revolves around these three elements. The core of the event remains the experiential platform provided for OEMs (original equipment manufacturers) to demonstrate products and services.

Festival of Motoring: Amped up ‘premium motor-tainment’

Content for the event has been amped by the inclusion of five national motorsport events, an electrical vehicle village, a revamped 4X4 village and a gaming arcade, promising to turn this into an event for the whole family.


In addition, the 2021 event will implement a social investment programme, “The FoM Charity Drive” allowing involvement from all participants.

“We are ready to roll out our extensive marketing campaign starting in 2020 to maintain momentum for 2021, for festival stakeholders,” said Messe Frankfurt South Africa head of marketing Melissa Bender.

“We are also excited to kick off the campaign with a brand-new, fully-responsive website allowing visitors and exhibitors to keep up-to-date with the latest developments.

Targeting and positioning is the golden thread that runs throughout the plan. The Festival of Motoring needs to serve as the industry catapult, to build and maintain brand value for our participants,” added Bender.

Re-invention strategy

Show director Judy Maharaj has applied a re-invention strategy for participants, taking into consideration the realities the industry is facing.

“In order for the festival to be truly representative of the industry, balanced participation is needed from OEMs. Our visitor is expecting a one-stop motoring feast backed by premium ‘motor-tainment’ and that is what the MFSA team is working on delivering,” stated Maharaj.

“While the pandemic has been an unfortunate setback for the events industry as a whole, we are optimistic and excited to celebrate the evolution of the Festival of Motoring.

“With 2021 being the fifth edition of the event, we are pleased to share that the South African-born brand is going global and a launch in the United States is imminent. We will provide details of the international shows later this year,” added Maharaj.

To view the new website, visit www.safestivalofmotoring.com

Author: Onlineautos