Dealership puts car in Christmas panto

A car dealership in Southampton is getting to the Christmas spirit and spreading the word about its business via the medium of pantomime.

Hendy Kia in Southampton has provided an electric vehicle to appear on stage during the production of Aladdin at the city’s Mayflower Theatre. The dealership is sponsoring the show, which stars comedian and former I’m a Celebrity Get Me Out of Here winner Joe Pasquale.

Not everyone will be putting their stock on stage this festive season but any dealerships considering similarly extravagant marketing plans will need to check things like their car motor trade insurance, just to ensure the business is properly covered for such adventures.

Pasquale, who stars as Aladdin in the pantomime, drives on to the stage in the Kia Soul EV, giving the audience a good look at the alternatively-powered vehicle. The show also stars singer Duncan James from the boy band Blue.

Mark Busby, new car sales and marketing director from the Hendy Group, said it is important for dealerships to look at different ways to market their products to potential new buyers.

He told Car Dealer magazine: “We’re always looking for new and innovative ways to showcase our products, so when the opportunity arose to get one of our cars on such a prestigious stage, seen by thousands, we jumped at the chance. It’s exciting to think that we’re helping to create a world first for the Kia Soul EV, giving it its stage debut in this fantastic production.”

The pantomime – and the car – is on stage until January 3.

Michael Ockwell, chief executive of Mayflower Theatre, said: “This is a really innovative partnership and demonstrates what can be done to ensure our associates get an excellent return for their investment while at the same time helping us bring a new dimension to the production.”