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Manufacturers commit to February NEC motorhome and caravan show as Swift pulls out


Swift, Britain’s largest leisure vehicle manufacturer, has confirmed it will not be attending this February’s NEC show

However, other major manufacturers have said they remain committed to the show and will be exhibiting, including giants like Bailey, Elddis, Erwin Hymer Group, Adria and Auto-Trail.

Swift had reserved a major presence at the show with stands in Hall 2 and Hall 4.

In a statement it said it had taken the decision to pull out of the NEC show because of changes in the way customers interact with the manufacturer and how they gather information on new models they’re interested in buying.

A spokesperson told MMM, "Over the course of the last 18 months we have been responding to changes in consumer behaviour and have modified our approach to sales and marketing,"

"Our strategy has focused on creating informative and engaging digital experiences to showcase the Swift brand and its range of products. In the absence of an exhibition in February 2021, we launched our first ever virtual event, Swift Live.

"This was incredibly successful with existing customers and new entrants to our markets being more willing to purchase product online."

While Swift, as a manufacturer, will not be present at the show, several dealers will be exhibiting new Swift motorhomes and campervans, meaning there will still be an opportunity to view its latest models at the indoor event, which is organised by NCC Events, a subsidiary of the industry’s representative body, the National Caravan Council (NCC).

John Lally, CEO of NCC Events, said:


NCC Events was, of course, disappointed to hear the Swift Group has made the decision to reduce its presence at industry shows and will not be exhibiting as a manufacturer at the event. While Swift will not have a stand, they will be actively supporting a significant number of their larger dealerships, which will be exhibiting Swift’s products,

Our research has clearly shown that buyers have a real desire to see vehicles, step inside and compare one with another – this we believe is particularly important to those new to leisure vehicles. Ticket sales are testament to consumers’ appetite to view – after two years’ absence – the largest selection of leisure vehicles in the UK.

Swift said its reason for pulling out of the show was because buyers are now more comfortable researching and making a major purchasing decision, like buying a motorhome, online and then finalising at their local dealership.

Swift said, "The digital route, combined with our existing dealer network, is strong and local, which has proved to be an ongoing and successful combination."

"We acknowledge that industry shows, including the February NEC exhibition, have played their part in Swift’s success. However, in light of the evolution in consumer behaviour, we have made a careful and considered decision to reduce our presence at industry shows in the coming year and, as a result of this, Swift Group will not be exhibiting at the Caravan, Camping & Motorhome Show in February 2022."

Other major British manufacturers have said they still intend to have a presence at the show.

Simon Howard, Marketing Director at Bailey, said,


Omicron permitting, it is still our intention to attend the NEC Show in February.

Whilst there is little commercial need to do so (our retail order book for both caravans and motorhomes already extends beyond Easter 2022), we have not been in front of our customers for two years and feel from a PR perspective we need to. We are also aware that there are many customers still waiting for their vehicle to be delivered and others who have ordered product via the internet. This event will give these two groups the opportunity to view their chosen caravan or motorhome in the flesh for the first time.

Why not visit one of our shows?


Doing shows the right way

Our shows have massive collections of motorhomes, campervans and outdoor leisure accessories as well as a huge range of new and used models from both national and local dealers.

Featuring thousands of accessories from hundreds of exhibitors and free expert seminars available at most shows.

We also host in indoor and outdoor exhibition areas (when possible).

  See upcoming shows  


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