After a sweltering three-year hiatus, the Melbourne National 4×4 Show, one of Australia’s key consumer and industry events for the 4WD sector, returned last August with an exhibition at the Royal Melbourne Showgrounds.
But despite the great performances, large audience attendance and diverse display of the best brands and products the Australian 4×4 aftermarket industry has to offer, there is a What is conspicuous is its absence: car brands.
Held at the Melbourne Convention Center in the city for many years, the 4×4 National Melbourne Show moved in the mid-2000s to the Showground in Ascot Vale, where it runs every year until 2020. as the dreaded pandemic and subsequent Victorian lockdowns saw it canceled for two years in a row.
Touted for many years as Australia’s biggest and best 4×4 show, the event is now rivaled by the Brisbane National 4×4 show, run by the same promoter, and Perth 4WD and Adventure Show organized by another company.
As such, the event is regularly attended by the four pillars of the 4WD aftermarket industry: ARB 4×4 Accessories, 4×4 Iron Man, TJM Equipment, and Opposite Keys.
They are supported by a wide range of companies spanning the off-road, outdoor, camping and other supporting industries.
Over the years we have seen the decline of the fishing and boating component, but the support gained by the 4WD industry has continued to diversify and strengthen, bringing the Melbourne show closer to home. This became prominent with the number of visitors and the record display area.
While the show is for many the pinnacle display and presentation forum for the aftermarket industry, it is also an important starting point for manufacturers, with many brands on display. Last year, however, there was a notable absence of producers, with only one in attendance.
In a lone hall, located in the far northwest corner and quite far from the main galleries, is a small discreet gallery dedicated to Isuzu D-Max And MU-X.
On a first thought, it is thought that manufacturers have boycotted the program based on the current shortage of 4WD vehicles, where strong demand and weak supply are driving prices up and waiting times for wide range of popular vehicles.
Why should any manufacturer be present at the show? People are yearning to get their hands on vehicles, and when it comes to four-wheel drive, that desperation is peaking among highly sought-after brands like Toyota. And, in that case, Toyota Australia has Pause all orders on the 70 Series is renowned for its record global demand and unfortunately for Toyota and consumers, global shortages.
Isuzu should be credited for continuing to support the 4WD community and maybe that’s one of the reasons its sales soar.
In my opinion, manufacturers should be present at events like this to garner community trust and brand loyalty while reinforcing confidence in the direction of the new vehicle industry. us, especially in light of the post-pandemic chaos of car shortages, soaring prices, and rising and falling prices. disadvantages of the EV scene.
So how did the lack of vehicle manufacturers affect the event? For all intents and purposes not, and for two main reasons.
First, there are numerous aftermarket booths showcasing their latest accessories for key market leaders, with a particular focus on the new Ford Ranger and Toyota LandCruiser 300 Series. So travelers have plenty to love in the new category, and there’s no shortage of most other current champions like the Y62 Nissan Patrol, Toyota LandCruiser 79 Series and the typical appearance of dual-cab 4x4s. popular.
Second, and as mentioned above, considering the current ludicrous supply and demand disaster, there is no real reason or need for them to be there.
However, as the bastion of the industry and the heart of the booming 4×4 aftermarket accessories business, there is a strong argument that they should attend to support the community and strengthen the brand. and demonstrate their commitment to future growth, continued sales, and diversification of the 4×4 industry.
As an avid 4WD enthusiast, I’d love to see them out there, rallying their support for our community and presenting a more united front as we emerge from this challenging time. caused by the pandemic. Let’s hope we see their return at future events!
Immediately following the successful (and recently returned) Sydney National 4×4 Show, the recent event in Melbourne has clearly shown a return to normality and 2023 is set to be a great year with Brisbane taking place. mid-March and Sydney and Melbourne re-registered at the end of the year.
If you want to see the latest models equipped with the best accessories and ready for any adventure, then maybe we will see you at one of these events.
