The Trustees of the Black Country Living Museum commissioned Julia Holberry Associates to look at the feasibility of locating a motor museum onto their site. 

This study included examination of potential clash of brands, the logistics of ticketing and visitor flow, possible interpretation themes to make the subject more appealing to a wider audience and the income potential of operating the new museum.  The work involved sensitive stakeholder consultation, market analysis, assessment of comparator motor museums and analysis of options and their capital and revenue implications.  The report recommended that the project did not go ahead and this was accepted by the Trustees.