Coventry and Warwickshire Gigapark Repositioning the Gigapark

West Midlands Growth Company asked GroupWhistle to help reposition the Coventry & Warwickshire Gigapark after early attempts to secure a major anchor tenant had failed. The site at Coventry Airport had been developed to attract a large-scale battery manufacturer but had struggled to compete internationally against lower-cost European locations offering stronger subsidies and faster delivery timelines.

The West Midlands Combined Authority needed to re-set the project’s purpose and re-energise local and national stakeholders around a new direction. The challenge was to design a strategy that connected to the region’s established industrial base, reflected the economic ambitions of its combined authority members and delivered a proposition that could stand out internationally.

Any proposed repositioning needed to be technically credible, grounded in sector insight, and address wider social and political considerations linked to regional skills, sustainability and investment priorities. The work had to generate consensus between industry, local government and investors and deliver a commercially viable plan for future development of the site.

GroupWhistle responded to the challenge by leading a detailed discovery process with senior industry experts to define a new strategic direction for the Gigapark. Working in collaboration with West Midlands Growth Company, the team conducted an extensive research programme to gather views from more than 40 stakeholders and potential occupiers across the electrification and battery value chain. This included consultation with the Advanced Propulsion Centre, the Society of Motor Manufacturers and Traders, WMG, Coventry City Council and Warwickshire County Council to understand technical, planning and infrastructure considerations.

The team assessed the site’s practical suitability for a range of industrial uses and benchmarked it against successful UK and international clusters such as Harwell and Silverstone. This analysis shaped a redefined commercial proposition built around a diversified cluster for electrified powertrain innovation and manufacturing rather than a single large-scale gigafactory.

GroupWhistle’s communications work unified the stakeholders behind a single narrative and clear market position. The outcome was a new value proposition supported by a comprehensive report that has since guided the rebranding of the site and the development of an on-site Innovation Centre. The refreshed strategy re-energised regional partners, rebuilt investor confidence and re-established the Coventry & Warwickshire Gigapark as a credible, competitive destination for advanced manufacturing investment.