MOTOREX DELIVERS RECORD-BREAKING COMMERCIAL MOMENTUM FOR SPONSORS AND TRADERS

Meguiar’s MotorEx presented by LMCT+ has again proven why it remains one of Australia’s most powerful automotive lifestyle platforms for brands, traders and commercial partners.

Held across two huge days at Melbourne Showgrounds, this year’s event attracted more than 34,000 attendees, making it the biggest MotorEx in the event’s 20-plus year history.

The result delivered more than crowd numbers. It created a high-energy, commercially valuable environment where sponsors, traders and exhibitors could connect directly with passionate automotive consumers, industry professionals, builders, enthusiasts and buyers.

From the moment the gates opened, MotorEx delivered scale, engagement and intent. Attendees filled the halls, lined the cruise routes, moved through the activation zones and engaged with hundreds of traders and exhibitors across the event footprint.

For commercial partners, the result was clear. MotorEx continues to provide a rare combination of audience scale, automotive passion, dwell time and purchasing mindset.

“MotorEx is more than a major automotive event. It is a commercial platform that brings brands face-to-face with one of the most passionate automotive audiences in the country,” said Matt Rice, Commercial Manager, Media Scrum.

“This year’s record attendance gave sponsors and traders a powerful opportunity to showcase products, launch offers, build relationships and generate direct engagement with consumers who are actively invested in the automotive lifestyle.”

The event’s expanded content mix helped drive strong movement across the precinct. Meguiar’s Superstars brought together some of Australia’s elite show cars. Shannons Unveils gave attendees first-look access to new builds.

LMCT+ Portelli World delivered major energy and scale, while BLAHST Real Street attracted strong foot traffic from streetcar fans. The new JDM World presented by KOKA added another high-interest feature area, showcasing some of the best Japanese cars in the country.

The commercial precinct also played a major role in the weekend’s success. Mobil 1 Performance World was filled with traders, exhibitors, product displays, tools, technology, merchandise and performance brands, giving attendees a clear pathway from inspiration to purchase.

For sponsors and exhibitors, that environment matters. MotorEx does not simply deliver passive exposure. It places brands inside the culture, where meaningful conversations, demonstrations and product discovery can happen in real time.

“What stood out this year was the quality of engagement,” Matt Rice said.

“The audience didn’t just walk through the venue. They spent time with brands, explored products, asked questions and interacted with exhibitors. That level of engagement is exactly what sponsors and traders are looking for when they invest in an event platform.”

Saturday night’s After Dark program added another layer to the event’s commercial appeal. Night drifting, fireworks, live music and high-impact entertainment extended the event experience and gave brands additional opportunities to connect with attendees in a more energetic festival-style setting.

Even with rain on Sunday, the crowd remained strong, reinforcing the loyalty and commitment of the MotorEx audience. For commercial partners, that level of audience passion is a major advantage.

“This year confirmed the strength of the MotorEx audience,” Rice said.

“They showed up, stayed engaged and supported the brands that helped bring the event to life. For our partners, that is incredibly valuable. It shows that MotorEx continues to deliver a highly motivated automotive community at scale.”

With the biggest MotorEx in history now complete, attention is already turning to 2027, when the event will celebrate its 25th anniversary.

For sponsors, traders and exhibitors, the momentum is clear. MotorEx continues to grow as a national platform for automotive brands wanting to build visibility, credibility, customer relationships and sales opportunities inside one of Australia’s most influential motoring communities.

“MotorEx 2026 set a new benchmark,” Rice said. “As we look ahead to the 25th anniversary in 2027, the opportunity for sponsors and traders is only getting stronger. Bigger feature areas, bigger crowds and bigger commercial outcomes are firmly on the agenda.”