Forget auto shows held in huge trade fair grounds in cities such as Frankfurt, Paris and Beijing, the UK's must-attend automotive event is a much more refined event.
The Goodwood Festival of Speed, held in the grounds of a sprawling aristocratic estate in southern England, has now grown in importance to the point it’s become the unofficial replacement for the British International Motor Show, which was last held in London in 2008.
It even has global debuts, with Ford, Jaguar and McLaren Automotive lining up special reveals.
"The Goodwood Festival of Speed is the British auto show, it's that simple," Jim Farley, Ford's former European head, who is now head of global markets, told me. "It's a fantastic marketing opportunity, that's why we invest so much in it."
Ford will be showing the road-going version of the GT race car in what's become known at Goodwood as a 'dynamic launch' – essentially the first time a car has been seen driving.
Goodwood starts on Thursday and continues over the weekend.
The big draw for the 200,000-odd visitors are the historically significant race cars driven at speed by famous drivers on the hill climb through the beautiful grounds of the estate belonging to car-mad aristocrat Charles Gordon-Lennox, the Earl of March.
Road cars have become an important part of the show as well, either exhibited in increasingly elaborate stands erected on the parkland or driven up the same hill climb track as the race cars.
This year McLaren will stage its global reveal of the convertible version of its 'budget' 570S supercar, while Jaguar will show off its 590hp SV Project 8 performance car, based on the XE sedan and described as the most powerful road-going Jaguar ever.
An event held on the Thursday dubbed 'the Moving Motor Show' even allows potential customers to try out new cars by driving up the same hill climb the likes of Formula One World Champion Nico Rosberg will be speeding up during the subsequent three days.
For the automakers, the event is a golden chance to polish their brand image.
Even when they have nothing new to show, automakers can still make a splash.
"It's the only event in the world to enable manufacturers to show their past, present and future. The audience really comes away with an understanding of the whole brand," Lord March told me.
Honda is another automaker which enthusiastically backs the event. This year the company has designed its consistently inventive stand around the theme of getting customers to understand new-car technology.
"It's more than just a motor show, it’s the biggest and only show of its kind in the UK," Honda's head of cars in the UK, Phil Webb, said. "It's very important to us."
Not just to Honda in the UK, but globally. Honda in Japan is shipping over many models from its racing and road car heritage fleet to the event, an expensive exercise which shows just how much automakers are prepared to invest in it.
Webb wouldn't disclose how much Honda is spending, but indicated that it wasn't cheap. "You could spend millions at Goodwood," he said.