01 October 2016 ~ 0 Comments

China’s Goodwood Festival of Speed – at least that is what I was trying to create.

The 2016 British Motorsport Festival (BMF) took place at Goldenport International Circuit in Beijing on 1st October. The Festival attracted thousands of guests to enjoy in car culture, a wide array of motor related activities and an authentic taste of British culture. It was a labour of love, and had it's trials as big events do but overall it was worthwhile.

Motorsport events in Great Britain are fun, inclusive, and also play a key part in the development of the industry both in commercial and cultural terms. Events bring together car brands and related products and services with consumers with a focus on actually seeing cars in action, and providing non-car entertainment at the same venue and time. The 2016 British Motorsport Festival in Beijing did just this, bringing together both household names and more niche brands including Aston Martin, Jaguar Land Rover, Mclaren, Mini, Morgan and Radical. The consumer pavilions showcased British brands including ACE Cafe, Tiptree jams and afternoon teas, WAKE energy drinks, Cambridge Masks and Greene King beer. Music was provided by UK Company, VINTAGE TV.

Unlike a single brand event or a trade show where cars are static, The British Motorsport Festival brought the track experience directly to guests providing Hot laps experiences where attendees could personally try-out leading models from McLaren, and Radical, and Morgan car, and Jaguar Land Rover. At the same time a unique backdrop of English culture was provided off the track where guests enjoyed British music, sampled the finest international cuisines, shopped for well-known British lifestyle brands and joined in various family entertainment activities. All aspects of the festival was steeped in the rich and vibrant culture of the United Kingdom providing a unique day out unrivalled in Beijing.

One of the leading manufacturers of British luxury cars, Jaguar Land Rover, hosted a series of car demonstrations and live interactions for Chinese fans. Guests were able to test drive Jaguar Land Rover models including Jaguar’s F-Type as well as the Range Rover Sport. The carefully crafted balance and excellent control of both cars allowed drivers to experience surging speeds and precision from behind the wheel yet still maintain the look of an “English gentleman” from a distance.

On the morning of the Festival, Greenpower China the partner of Greenpower UK, staged an e-kart race in the paddock. International and local schools competed against one another with battery powered karts that they have made themselves for the title of electric kart race champion. Following which guests were able to get behind the wheel themselves with go-karting, managed by SD Karting. Welsh Alumnus and entrepreneurs Mercury Dynamic, hosted a kid’s electric car track for the smaller visitors. Keeping an eye over all BMF activities was the BMF ‘Safe|Speed’ Mascot, Ali the Fox in collaboration with iDreamcastle. Ali the Fox reminded guests that speed and safety go hand in hand.

The Saturday afternoon saw the first race of the newly formed ‘WAKE ASR Open,’ in which there was a fierce battle for poll position– providing a rare treat for competitors and spectators alike. One of the drivers was Sharlie Goddard, representing the British Women’s Race Driver Club, who raced bumper to bumper with the ASR regular amateur drivers. The winners were congratulated in an award ceremony after the race. Alex Buckley, CEO of WAKE Drinks, flew from the UK to launch WAKE at the BMF, and to present the prizes to the winning race drivers.

Following the Festival, the BMF with partner AceGear hosted an after party at Ace Cafe, a British Car Theme Café, nestled in the former 751 train factory in the centre of the 798 art district. Racers, guests and exhibitors alike relaxed and reveled in the highlights of the days races.

The 2016 British Motorsport Festival has successfully combined the strengths of the UK in motorsport and safe driving with authentic British experiences, making it the perfect day out for all the family. Guests were able to get a snapshot into British culture as well as spend a wonderful time with family and friends sharing the fun of driving.

China has become the world’s leading automobile-producing country and automobile market with a rapid increase in car ownership as well as a growing motorsports loving population. Each year, about 500,000 racing fans watch the F1 race. There are many car-loving professional, semi-professional and amateur drivers in China who compete on the 12 permanent tracks and $ 350 million was spent to build the Shanghai F1 circuit and improve racing facilities. In addition, each year in the country hosts a number of large international motor shows, rallies and so on. The British Motorsport Festival has supported the growth of popularity in car culture in China and has laid a solid foundation for the promotion of British automotive.

The BMF has the support of the British Government and British organisations in China which are working together to improve relations between the 2 countries. The Department of International Trade, formerly UKTI, British Council, China Britain Business Council, British Chamber of Commerce, and Confederation of British Industry have all actively supported the event.

http://www.britishmotorsportfestival.com/2016-bmf-photo-show/

 

 
The long form edit of the BMF.

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