"Modest 100th Anniversary"..Europe's Largest Motor Show Reduced to a Local Festival

Geneva Motor Show Held in Switzerland After 5 Years
Only 6 Complete Vehicle Manufacturers Participating
Number of Exhibitors One-Sixth Compared to Previous Event
Global Trend of Motor Show Downsizing
Geneva Faces 'Direct Hit' Without Domestic Vehicle Brands

The Geneva Motor Show, celebrating its 100th anniversary this year, opened on the 26th (local time) at Palexpo in Geneva, Switzerland. Although it was the first event held in the country in five years since the COVID-19 pandemic, it failed to attract crowds, contrary to its reputation as the "largest car show in Europe." The number of participating companies dropped to one-sixth of previous levels, and all major automakers were absent. Without a domestic car brand, Geneva has become a prime example of the "decline of the motor show."

According to the Geneva International Motor Show Committee (GIMS), six automakers participated this year: Renault, Dacia, MG, BYD, Isuzu, and Lucid. This lineup is modest compared to the 2019 event before COVID-19, which featured more than 35 automakers including Mercedes-Benz, BMW, Lexus, and Nissan. The total number of participating companies, including automakers, was 184 in 2019 but dropped to just 29 this year.

The Geneva Motor Show was canceled for four years after 2020 due to COVID-19 and geopolitical crises stemming from the Russia-Ukraine war. Instead, last year the event was relocated to Doha, Qatar, as part of a strategy to hold the show where there is demand for automobiles. However, upon returning to Switzerland after five years, the show is facing not only poor attendance but also threats to its very existence. Last year, the organizers tried to attract companies by designing booths themselves and lowering rental fees, but ultimately failed to persuade them.

Industry insiders view the decline of the Geneva Motor Show as an inevitable development. The Detroit Motor Show, known as the largest in North America, has shrunk, and the Frankfurt Motor Show, representing the German automotive industry, has also relocated, indicating a broader trend that is hard to avoid. The automotive industry, once driven by hardware (machinery), is now merging with software. The Consumer Electronics Show (CES), the world's largest electronics and IT exhibition, continues to thrive even after the COVID-19 pandemic. It has gradually expanded its theme from home appliances to IT and mobility, becoming a comprehensive exhibition covering all new technologies.

Motor shows that only showcase new designs and engine performance can no longer capture consumer interest. Moreover, automakers no longer seek a competitive arena to showcase brand design and product performance. Many participate in events to meet CEOs of semiconductor and software companies, who are usually hard to encounter in the automotive industry, to expand networks and discuss new business opportunities. Reflecting this trend, the Seoul and Tokyo Motor Shows have been renamed Mobility Shows. The Frankfurt Motor Show moved to Munich and was rebranded as IAA Mobility. This strategy aims to expand the concept to a new exhibition covering all means of transportation, including space, aviation, and shipping.

Another reason is that the cost-effectiveness of motor shows is no longer significant. Consumers now have diverse channels to obtain information. In the past, attending offline events was essential to get the latest information. But now, information is abundant on various online channels, including YouTube. Automakers, having realized the power of online channels during the pandemic, are focusing heavily on online promotion, which is more cost-effective compared to offline methods.

2019 Geneva Motor Show held in Geneva, Switzerland
[Photo by Geneva Motor Show Organizing Committee]

Finally, the biggest weakness of the Geneva Motor Show is the absence of a domestic automaker. In the past, when manufacturers viewed motor shows as competitive arenas to showcase their technologies and products, Geneva’s neutral country image actually enhanced the event’s prestige. It was advantageous because visitors could see brands from Europe, the United States, Japan, Korea, and other countries without bias. However, recently, motor shows have been operated regionally. If you want to see the technology and products of Chinese automakers, you go to the Shanghai Motor Show; if you want to understand the strategic direction of Japanese companies, you visit the Tokyo Mobility Show. This also means that running a motor show is difficult without the support of domestic brands.

An industry insider said, "In the past, motor shows were about showcasing technical superiority over competitors, but now the trend in brand promotion has shifted to conveying unique brand value and product competitiveness through independent events."

This content was produced with the assistance of AI translation services.