The moment they decided to hold the Geneva Motor Show in Qatar every other year raised some eyebrows among car enthusiasts. What would a car show traditionally organized in Switzerland since 1905 do in a whole different country, in a whole different city, on a whole different continent? The car show is finally back to Europe, but it is a car show with not so many cars.
In an automotive world where all carmakers would rather unveil their brand-new models online than set up an actual event in some venue, it turns out that Europe does not have what it takes to attract both participants and guests to car shows. Maybe car shows aren't exactly dying, they are just transforming.
However, the transformation excludes the traditional way of organizing such an event. And the very low participation announced for the Geneva International Motor Show stands proof.
Major carmakers announced they would be missing this year’s event. Not a single premium German carmaker will be in Geneva in March, at the show that is making a comeback after a four-year hiatus.
It all started back in 2020 when the car show was chaotically canceled just days before it was supposed to kick off because the global Coronavirus pandemic and lockdown were just starting.
This means that guests will not be seeing any models from Mercedes-Benz, BMW, and Audi, while Porsche and Volkswagen will also going to stay away, as confirmed back in October 2023.
Photo: Stefan Baldauf | Guido ten Brink
All of the absents claim that they will use their digital platforms with millions and millions of followers to announce new products. This approach is much more cost-efficient than taking an entire fleet of new cars and personnel to Switzerland.
And the Germans are not the only ones missing the show. The Italians will also stay at home. This means that no Alfa Romeo, and no Ferrari or Lamborghini supercar will be in Geneva this spring.
Who is going to the Geneva Motor Show after all?
But the Geneva Motor Show is bound to take place between February 26 and March 3 for the first time in four years. February 26 is also the day we will find out the name of the winner of the European Car of the Year award. And there will be carmakers that decided to make the effort and send cars to Geneva.
BYD is the largest carmaker to be present at the show, in an attempt to inject China-made models into the European market, where they are already selling several.
BYD is one of the eight auto brands that will be at the Palexpo convention center at the end of March. Renault and Dacia will be there to present some of the best-selling models in Europe. Lucid is coming to Geneva all the way from the United States. Isuzu, Microlino, MG Motor, and Pininfarina will round up the carmakers’ list.
Meanwhile, the Federation International de l’Automobile (FIA), Formula 1 Merchandising, and GP Motorsport will be there to promote motor racing.
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