Melbourne Motorshow 2025: The Machines Were Polished, But Where Was the Spark?

This year’s Melbourne Motorshow was packed with horsepower, futuristic concept cars, and dazzling LED displays. As someone who genuinely enjoys these events—not just for the cars, but for the experience—it was exciting to walk into the Convention Centre and see so many manufacturers under one roof again. The impressive lineup of new and old vehicles, the glint of chrome, the buzz of fellow enthusiasts—it was all there.

But as I made my way through the exhibits, something felt… off.

Despite the impressive tech on display, I noticed a consistent lack of engagement from several vendors. Many booths didn’t offer much in the way of engaging freebies—no lanyards, small sample products, or fun keepsakes that visitors could take home. In an event atmosphere like this, those small giveaways aren't just souvenirs—they're a great way to create a lasting impression and encourage people to remember your brand.

Even more noticeable was the human element. Many of the vendors showcasing their tech seemed to hold back from engaging the community. Few staff members approached visitors proactively, and some appeared more focused on their screens than on the people walking by. There weren’t many warm greetings or live demonstrations of their capabilities—something that could have transformed passive booths into interactive experiences. For an event like this—where car culture meets community—that kind of personal connection and demonstration can make all the difference.

I say this not as a criticism for the sake of it, but as someone who wants these brands to shine. A motorshow isn't just about showcasing horsepower or EV range; it's a chance to show personality, service ethos, and how well a brand relates to its potential audience.

To the vendors who did take the time to talk, to smile, to hand out a flyer or ask what I thought—thank you. You stood out, and you left a lasting impression.

Here’s hoping next year we see the same caliber of cars and a greater focus on the people behind the displays. Because at the end of the day, a smile and a conversation might just be more memorable than the specs on a concept car—or even the shine of one.