Goodwood Festival of Speed: Gen Z Vibes

JULY 2024

JASMINE BALDOCK & PHOEBE WRIGHT

Goodwood Festival of Speed (GFOS) is known for two things: fast cars and people who love fast cars. It’s like stepping into a dream where fantasies become realities. Whether you’re driving a Ford KA or a Lambo, everyone connects over a love of cars.

But with brands needing to catch the eye of the newest audience – Generation Z (Zed not Zee please!), how did this year’s event measure up for our generation?

Fast cars on the racetrack are a major attraction for many Gen Z attendees, but there was so much more catching our attention…

Influencers: Hitting Different

This year, brands were teaming up with content creators more than ever. Some stands had popular YouTubers doing panel talks, causing Gen Z crowds to spill over just to catch the action. We use YouTube more than any other platform, so this was a huge win for connecting with us in an authentic way.

Our own MINI stand had influencers like Candyshowroom (Michał Fidowicz), Gadgetsboy, Oliver Hooson, and Keith Afadi, who were creating colourful content from MINI’s multi-story stand. MINI’s stand had other amazing features such as a climbing wall, a basketball hoop, and a funky photo booth surrounded by disco balls! The stand helped create a real vibe for the attendees and made for some fab user generated content (UGC) that is still continuing to circulate on socials.

This not only brought the MINI brand to life but also reached Gen Z fans who couldn’t attend. Social media is key to help bridge gaps for brands, helping them to connect with us meaningfully.

It’s Giving: Trendsetters

GFOS was all about fashion this year; with stylish stands and influencers dressed to impress. Those who attended turned the event into a fashion and lifestyle showcase, posing against cool backdrops, making TikToks and using cars as the ultimate fashion accessory.

Most of us were dressed up for the festival, either in branded track gear or stylish drip, making sure we were Insta-ready. The more “Instagrammable” stands, like Porsche and MINI, were super popular among the influencers for this very reason, even though they differed massively in design. This popularity online gave the brands tons of online exposure to a wider young audience.

Stand Design: To Slay or Not to Slay

This year saw a split between stands: some went for a traditional showroom slay, and others were more playful and interactive with hands-on experiences.

Showroom stands like BMW and Range Rover displayed cars like pieces of art in a gallery, letting Gen Z appreciate their design and craftsmanship with no interruptions. Interactive stands like MINI and Honda had mixed reality demos and freebies, helping us connect with the brand’s story and personality. Porsche balanced both, with artistic showrooms and fun interactive elements like Camp Cayenne and the rainbow room.

It was interesting to see how this split impacted Gen Z engagement. Some of us preferred the showroom as aesthetic backdrops, while others loved the interactive elements. Either way, as long as GFOS keeps the balance, they’ll capture our diverse hearts and minds.

Did Goodwood Pass the Vibe Check?

For Gen Z car enthusiasts, motorsport lovers and F1 fans, GFOS is a nostalgic festival – this is the generation that grew up watching Top Gear with their parents after all.

However, there’s always room for improvement. We think future GFOS festivals can enhance Gen Z engagement by:

Adding more interactive activations and freebies (think gamification, prizes and giveaways or surprise entertainment like jump ropers or street artists).

Creating more shareable moments, like aesthetic environments for photos and photobooths.

Launching a dedicated Gen Z area – we’d love a space where we can meet fellow car lovers! This could include panel discussions, workshops, young driver meet and greets, and even screenings of shows like Drive to Survive.

Seeing more influencers and Gen Z-focused appeals throughout the festival, along with impressive stands, made us feel seen and heard, leaving us with high hopes for 2025.

As Gen Z, we don’t take ourselves too seriously, and GFOS loosening up a bit will make it an even more appealing day out. But at the end of the day, Goodwood Festival of Speed is about fast cars and people who love fast cars and there’s absolutely no reason to overcomplicate that.

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