Y Trucking, short-sea shipping or even truck towing is often used to get the cars to their location. The logistics of car events can be as challenging to execute as the events themselves. There’s only one chance to get cars to launch events on time, so logistics operations must work efficiently. Elaborate launch events stir the imaginations of both customers and employees. THE PERFECT HANDOVER WORDS JONATHAN EWING Whether to show off the latest models or train employees on the newest features, vehicle roadshows play an es- sential role in showcasing the current crop of automakers’ offerings to the media, customers and dealers alike. ou’d be hard pressed to find someone who doesn’t like new cars: Sleek lines, roaring engines, that new car smell – they all elicit an almost childlike wonder for modern- day models. And the latest features in the cars are often mesmerizing elements that one-up the previous year’s model. That’s why automakers host elaborate launch events: to introduce their staff and the rest of the world to the latest car models and series. Getting the cars to the venues, however, isn’t always a smooth ride. Transporting vehicles thousands of kilometres across international borders can be almost as challenging as the overall logistics of the event. Companies often need to hire several logistics firms that speak many languages in order to handle the complex tasks asso- ciated with long-distance shipping, cus- toms and tax clearance. In addition, often only a few test models exist at this stage and the cars must travel surreptitiously so that they remain concealed from the public and competition. Indeed, different modes of transport, such as trucking, short-sea shipping or even truck towing, are necessary to reach nearby and even difficult locations from the Canary or Balearic Islands, to the city centres of Berlin or Barcelona. By outsourcing these activities, automakers can redirect their time and resources to the event itself. CASE IN POINT: Mercedes-Benz needed to deliver more than 300 cars from its fac- tories in Germany to Portugal for 15,000 sales people from 89 countries attending EUROPEAN TOURS the Mercedes Benz Global Training Experi- ence. The German car manufacturer’s world- wide sales force was to be trained on these models at this critical event. “I prefer to use just one logistics com- pany,” says Joachim Grässle, Mercedes-Benz Global Training. “Dealing with four or five companies only increases the possibility that something will go wrong, because the job becomes much more complicated. Having one logistics provider with a good infrastruc- ture and staff to deal with any unexpected problems we might encounter is best.” THE WWL SPAIN OFFICE was tasked with nego- tiating all of the logistical hurdles. The team used 44 trucks to transport the complete fleet for the event from Stuttgart to Faro and back. “For Mercedes and for most other auto manufacturers, press campaigns and dealer events are vital affairs that raise aware- ness for arrival of new car models,” he says. “When you’re doing an event in Faro or in any other part of the world, there’s only one chance to get the cars in place so that means that everyone has to be briefed and the operation has to move like clock-work.” SEE THE ROADSHOW DESTINATIONS ON PAGE 10 ABOUT MULTILINGUAL ASSISTANCE When working within Europe, proper communication requires a staff that can speak many languages, including German, French, Portuguese and English. WWL ’s team speaks 15 European languages, which helps in a variety of tasks including communicating with drivers and custom- ers, local authorities and acting as transla- tors between the customer, local agencies and any other employees onsite. VENTURE 1 2015 9 8 VENTURE 1 2015