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Leading Aftermarket Brands Sought for Saudi Car Festival


Bonnier Corp., one of the largest special-interest media and event companies, will host an automotive festival featuring hundreds of leading brands Nov. 21-26 in Riyadh, Saudi Arabia.

As part of Vision 2030, the Kingdom of Saudi Arabia has embarked on a course to open the country to both new entertainment and business opportunities. Bonnier Corp. has been contracted by the General Entertainment Authority to help build one of the largest auto festivals in the region, according to the company.

“We’re excited to introduce brands and bring a world-class event to the Kingdom of Saudia Arabia,” said Jonathan Moore, senior vice president of events for Bonnier Events. “A passion for all things automotive and customization are particularly strong in this market.”

The festival is part of Riyadh Season, which includes a two-month celebration that will feature a blend of consumer-facing specialty automotive displays, activities, and activations, along with trade-only education and networking events. Bonnier Events, which produces the Off-Road Expo, Sand Sports Super Show, Street Machine Nationals, and the 4-Wheel Jamboree series, is recruiting leading brands to participate in the event. Qualified businesses will earn significant incentives to participate in the inaugural show.

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Representing Bonnier Corp. in the region is Peter MacGillivray, Bonnier’s vice president of motorsports and off-road events, who has created and led business-development events in several international markets, including Australia, Brazil, China, Dubai, Mexico, and Russia.

“There is a strong interest in custom cars, trucks and off-road vehicles in the region,” MacGillivray said. “Bonnier Corp. is looking to showcase the best brands from the industry in this groundbreaking show.”

The specialty-equipment industry continues to gain strength, surpassing $44.6 billion in sales. This festival will help to further open the region and the country for best-in-class brands and suppliers, according to Bonnier Corp.

Those interested in understanding more about business opportunities in the Kingdom of Saudi Arabia, must indicate their interest on the Bonnier Corp. application.

Bonnier Corp. is one of the largest special-interest publishing groups in America, with more than 20 multichannel brands extending into all platforms, including magazines, digital media, events, and product licensing. Bonnier Corp.’s brands include Popular Science, Saveur, Field & Stream, Yachting, Flying, Salt Water Sportsman, Cycle World, Working Mother, and Outdoor Life.

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