Swift has announced that it won’t be exhibiting at February’s Caravan, Camping and Motorhome Show.
The firm says it will instead be supporting dealer events and focusing on its online Swift Live platform.
In a statement, the company said: “The attitude in our market regarding digital has shifted and we believe is of significance. We acknowledge that industry shows, including the February NEC exhibition, have played their part in Swift’s success.
“However, in the light of the evolution in consumer behaviour, we have made a careful decision to reduce our presence at industry shows in the coming year.”
It says it has noticed a change in consumer behaviour over the past 18 months, partly caused by the lockdown.
It added: “We recognise that there is a place for this type of event and as part of our future strategy we aim to accommodate those consumers for whom a visit to an industry exhibition forms an integral part in their buying journey and experience.”
While Swift Group won’t be exhibiting Swift caravans and motorhomes are expected to be on dealer displays.