By Max Fellows, Founder of allpoints
Now that the roar of engines has quieted and the dust has settled, it’s a good moment to reflect on Goodwood Festival of Speed, a cornerstone of the automotive and experiential calendar. Attracting more than 200,000 visitors, it’s more popular than ever, reaffirming one simple truth: people still crave connection with a brand, but more importantly, brands they have an affinity. Overlay the sporting aspect (and as you will have seen from the recent hype around the F1 movie) it has all the ingredients to be successful. They want to see, feel, and experience the brands they admire or aspire to own, up close.
That being said, is it worth the visit, worth suggesting to clients, and what themes came from it?
First things first: Goodwood is still Goodwood. The cult-like following remains intact, and with footfall figures that rival Glastonbury, it’s hard to argue with its reach and influence. But if I’m honest, something felt… muted this year.
The most obvious trend? Modularity everywhere. From containers to show cubes, brands opted for scalable, practical builds, an interesting nod to cost efficiency and flexibility in a time when budgets are under strain. The modular element allows brands to reuse and reconfigure for road shows and future years, also giving a nod to sustainability.
There were flashes of brilliance:
- Bentley absolutely delivered, arguably the benchmark this year in terms of finish and quality. Shout out to Connect Live for delivering this incredible stand.
- MG Motors UK – Delivered by Connect Live, the MG Motor UK Ltd stand was defined by an extraordinary centrepiece: a 9-metre anamorphic LED tower that rose above every other activation. This immersive beacon not only commanded attention across the festival but also marked the global public debut of the Cyber X, MG’s bold statement on the future. Its scale and visual impact stopped passersby in their tracks and pulled them in for a closer look.
- Porsche, BMW, Honda, Lotus, Rolls-Royce, and JLR each showed up in their distinctive ways. Great work from some seriously talented agency teams behind the scenes.
However, beyond the craftsmanship of these activations, what stood out just as much were the gaps and missed opportunities. The experiential energy that defines Goodwood Revival felt diluted and hugely lacking at FOS. Social spaces lacked that spark of interactivity and play, something that, in an era of rising audience expectations, feels like a missed opportunity.
And then there’s the cost conversation. With rates reportedly up 25% across the board, Goodwood’s monopoly position gives it power, but that comes with risk. It starts to beg the question: at what point does this model become unsustainable for brands? We’ve seen this story before (hello, Geneva Motor Show).
So, where does that leave us? Goodwood still delivers on scale, and for now, it remains a must-attend for brands that can afford it. But to keep its edge, the experience beyond the cars needs reinvention and not relying on just the brands, more interactivity, more creativity, more moments that surprise and delight. Otherwise, we could see a future where brands reconsider the ROI equation.
Until then, hats off to those who showed up and pushed boundaries despite the challenges. If you get the chance to go, do. There’s still nothing quite like it – yet.
