puts manufacturers and dealers at the heart of the action

 ■Pageant presents unique opportunity to boost awareness, generate leads and take orders ■Car brands signed up include Ford, Jaguar, BMW and Bentley, plus dealer groups Stratstone, Clare James Automotive and Lightcliffe ■Value of cars sold off the back of 2011 event estimated at over £2.5millionThe Cheshire-based Cholmondeley Pageant of Power (15-17 June) is offering car manufacturers and dealers an unrivalled opportunity in 2012 to market and sell cars to potential customers from across the north of England and the Midlands.  Last year exhibitors at the Pageant sold vehicles with a combined value of more than £2.5 million, and in 2012 the event is expected to draw a record crowd of more than 65,000. Following on from the success of 2011, the Pageant organisers have confirmed the return of ‘Magnificent Marques’, which enables sponsors and exhibitors to offer test drives on the exciting 1.2-mile Cholmondeley track.  Promotional display areas will also be on show for the full weekend, as well as hospitality units available for use adjacent to the track, giving sponsors the chance to engage fully with attendees.Car manufacturers Ford, Jaguar, Bentley, and BMW are already signed up to the event as sponsors, while other car and bike manufacturers will be exhibiting throughout the weekend, including Porsche, Honda, Nissan, Lexus, Citroen, Harley Davidson and Victory.A number of dealerships from across the region will also be exhibiting, providing the opportunity for visitors to view a range of cars from a number of different brands, including Aston Martin, Ferrari, Fiat, Land Rover, Maserati, Skoda and Volkswagen.  Dealer groups already signed up to exhibit at the event include Stratstone, Clare James Automotive and Lightcliffe.One dealer to take full advantage of the Pageant’s promotional opportunities last year was Lexus Chester.  As well as entering a Lexus LFA supercar into the competition, dealership representatives also entertained guests and prospective customers at the event.“This was our fourth appearance at the Pageant, but this year gave us the opportunity to ‘up our game’ by showcasing the Lexus LFA supercar,” commented Mark Mitchell, Managing Director at Lexus Chester.  “One of only four in the UK, the LFA was the perfect vehicle for us to engage with our top-end Lexus owners.  The Pageant provides us with the perfect setting in which to spend time with customers.”“Our guests loved seeing the LFA being driven at the limit throughout the weekend and it boosted the profile of the car and the dealership amongst the many thousands of visitors to the event,” added Mitchell.  “The Pageant is fast becoming the North West’s premier event, and we look forward to partnering with the team there for many years to come.”James Hall, Event Director for the Cholmondeley Pageant of Power, adds, “We had an attendance of over 55,000 at the Pageant in 2011, and the participating dealerships and manufacturers felt the event offered a brilliant opportunity to promote and sell vehicles to customers from across the region.  In particular, sponsors from the 2011 event found the Magnificent Marques element incredibly valuable, with many reporting sales off the back of the event – sales that they would not otherwise have secured.”The Pageant of Power has fast gained a reputation that makes it an essential date in the automotive trade calendar.  For more information about becoming a sponsor of the 2012 Cholmondeley Pageant of Power, call Victoria Bell on 01829 772 434 or email victoria.bell@cpop.co.uk.