The Motor Show sensation, at a dealership

January 2022. The world is just emerging from the pandemic, and the news is in: the Belgian Motor Show, the automotive industry's flagship event, has been cancelled. For Stellantis, a major automotive group, this is a major blow that could have put the brakes on their momentum.

The motor show experience direct to the customer

Faced with this situation, Stellantis turned to Choup's with an ambitious vision: what if, rather than waiting for customers to come to them, they went to meet them? Together, we saw the absence of the Show as a unique opportunity to create a more personal experience, closer to motorists.

A roadshow tour, an opportunity to be seized

When Stellantis presented us with their jewel, the EC3, we were faced with a particular challenge: there was only one of these vehicles and it had to be presented to the entire Belgian dealer network.

Roadshows are in our DNA. So our solution was obvious: create a mobile showcase to take this exceptional vehicle across the country, enabling each dealership to offer its customers a special moment with this eagerly-awaited novelty. Thanks to our expertise in this type of format, we were able to :

• Deploying a structure that is perfectly adapted to dealership constraints
• Putting in place tried-and-tested logistics for daily set-up and dismantling
• Ensuring consistent presentation quality, site after site

let's start the adventure

‘This project perfectly represents what we do best at Choup's: turning challenges into opportunities and creating unique experiences, whatever the conditions.’ -Edmond Detry

The Stellantis Convention : the high point of our tour

The annual Stellantis Convention was a crucial stage in our tour. This major event brought together the press and fleet organisations to discover the major new products from all the group's brands. The EC3, a unique pre-production model, was to take centre stage. We therefore included this extra stop in our schedule, enabling Stellantis to present their jewel to the media and guests in the best possible conditions.

The ‘home show’ effect: a new relationship with the car

A traditional motor show is an event because of its size and excitement. Our tour transformed this massive experience into privileged moments: each dealership became a private mini-salon where customers were given personalised attention impossible in the crowds of a major show.

The commercial advantages were identical, but enhanced by a unique proximity: no need to travel to Brussels, the Show came to customers, in their region, at their usual dealership, with their trusted contacts. It was an approach that created a successful paradox: more intimate in form, but more impactful in terms of customer relations.