How Our Automotive Event Agency Delivered Two Standout EV Launches at Everything Electric London

As an experienced automotive event agency, we specialise in helping car brands deliver high-impact live experiences. At Everything Electric London 2025, we brought this to life with two major stand activations – one for BYD and one for MG – combining creative design, end-to-end project management, and on-the-ground delivery.

This event was a major moment in the UK automotive sector. With two key product launches and thousands of attendees, both brands trusted us to create engaging, high-performing environments that would convert attention into action.

Full-Service Event Management from Brief to Build

We take a hands-on approach so that our clients don’t have to. From the moment the brief lands, our team takes ownership of every detail.

For BYD and MG, our event management services covered:

• Creative stand design aligned to brand identity and goals

• Build management, including sourcing, briefing and managing contractors

• Vehicle logistics – delivery, valeting, charging, movement, and on-site readiness

• Uniform design and sourcing to keep teams on-brand

• Supplier portal management and pre-event documentation

• Test drive booking systems, marketing integrations, and on-site process flows

• Customer data capture tools, including GDPR-compliant digital systems

• Recruitment and training of professional, knowledgeable brand ambassadors

• Our in-house team handled every moving part – liaising with venue organisers, managing timelines, keeping logistics on track, and ensuring our clients had full visibility throughout, without being bogged down by the details.

A Big Moment for Both Brands

This wasn’t just another EV show. For both MG and BYD, Everything Electric London was a critical launch platform.

For BYD, it marked the UK debut of the SEALION 7 – an all-new electric SUV. This was the first time British drivers could get behind the wheel, and interest was huge. Alongside it, BYD showcased the SEAL, the SEAL U DM-i plug-in hybrid, and the fun-loving Dolphin, complete with karaoke mode and a bold custom livery that stood out in the ExCeL hall.

MG also had big news to share. The brand brought along the newly revealed MG5 EV, a practical all-electric estate car that only launched a few weeks prior. Visitors could also explore the headline-grabbing MG Cyberster, a sleek, fully electric roadster that generated a constant crowd. Also on display were the MG HS Plug-in Hybrid, with up to 75 miles of EV range, and the ultra-powerful MG4 XPOWER.

We knew these line-ups would draw a strong audience, and our job was to turn interest into experience.

Test Drives That Delivered

At any EV event, test drives are key. They’re what turn passive interest into serious consideration – and both MG and BYD embraced this opportunity fully.

Our agency implemented test drive systems to handle bookings, customer check-in, pre-drive forms, and post-drive data capture. We also supported pre-event campaigns that drove plentiful early bookings, helping both brands start the event with full schedules.

On the day, our trained teams managed every element – from test drive queues and driver briefings to vehicle handovers and route management. We ensured wait times stayed low, test drives ran smoothly, and staff were on hand to answer questions and handle any last-minute changes.

By the end of the event, both MG and BYD had fully booked test drive programmes, with excellent customer feedback and a large volume of qualified leads captured and ready for CRM follow-up.

Trained Brand Ambassadors On Every Stand

It’s not just about the cars – it’s about the people representing them. We staffed both the BYD and MG stands with experienced, well-briefed brand ambassadors. Each ambassador was selected and trained to reflect the tone, priorities, and technical knowledge of the respective brand.

They weren’t just there to smile and hand out brochures – they delivered vehicle walkarounds, managed check-ins, answered technical questions, and supported the test drive flow. Their role was crucial in creating a warm, professional, and informed environment that left a lasting impression.

ExCeL London – A Fitting Platform

The ExCeL London venue played an important part in the success of the event. With strong footfall, excellent facilities, and flexible test drive routes, it provided a great platform for activating EV brands and engaging the public.

Its location also made it accessible to a wide range of attendees – from curious first-time EV buyers to enthusiasts, fleet decision-makers, and press. The venue allowed us to design and build open, inviting stand environments that encouraged dwell time and interaction.

Real Impact, Real Results

We believe great automotive events are about more than just presence – they’re about performance. And this one delivered on every front.

• Two fully operational brand stands, from design to delivery

• Multiple new product launches brought to the public

• Fully booked test drive programmes across both brands

• Significant volumes of customer data captured

• Strong brand engagement and audience feedback

• A seamless delivery experience for two fast-moving automotive clients

Looking Ahead

As an automotive event agency, our role is to bring all the parts together, so our clients can focus on their product and audience. At Everything Electric London, we delivered exactly that.

We’re proud to have supported two ambitious brands at such a pivotal time, and we’re already preparing for what’s next on the EV and live experience calendar.

Need an agency that delivers more than just a stand?

Talk to We Are Nameless – the automotive event agency that manages every detail, from concept to customer connection.