It's Our Time.

NIO at Goodwood

NIO is a pioneering next-generation car company based in Shanghai and focused on a new model 'user' experience in vehicle ownership and mobility.

In 2018, the Goodwood Festival of Speed offered the NIO enterprise its first brand demonstration and engagement at
 an international event.


  • Event strategy and planning
  • Design and application
  • Marketing
  • Treatment development
  • Script writing
  • Film and production
  • Art direction
  • Post-production
  • Social strategy and content


NIO has come a long way in a very short space of time. Their latest challenge was to take on the famous hill climb at the Goodwood Festival of Speed. It was also the first time they have publicly exhibited at such an event within Europe.

One of the most remarkable things about everything that NIO have accomplished is the speed in which they’ve achieved it in. The challenge for Interstate was to find a way to communicate these performance achievements while also informing the wider audience who NIO are, their activities beyond the Formula E track, and the ambitious plans they have for the future of mobility.


For the Goodwood event we developed the concept: ‘NIO. It’s our time’. A theme by which we could confidently articulate NIO’s arrival alongside the establishment of global automotive manufacturers, whilst also highlighting that time is a core component of automotive performance. Fundamentally, the importance that NIO place on implementing their vision with action. The event space was designed to encourage an ‘open for all, come and stay,’ experience, allowing the audience to be part of NIO.

It was also an opportunity to celebrate the collective passion and energy of the NIO team which has enabled such rapid growth, and has laid the foundations for continued success.


With over 300,000 visitors to Goodwood FOS, NIO's stand tactically positioned itself between the Hill Climb start line and the family area resulting in extensive visibility and footfall throughout the weekend.

With the stand showcasing NIO's performance programme; encompassing the EP9, Formula E team and highlighting NIO’s history and future plans consumers were fully engaged, informed and left with a record breaking impression of the power and performance capabilities of NIO.