Friday, December 1, 2023
Geneva International Auto Show Audi, BMW, Mercedes-Benz, and Volkswagen to Bypass 2024 Geneva Auto Show

Audi, BMW, Mercedes-Benz, and Volkswagen to Bypass 2024 Geneva Auto Show

Several prominent German car manufacturers have announced their decision to abstain from the 2024 Geneva auto show, marking a setback for the event that’s making a comeback after a hiatus of four years.


  • Mercedes-Benz, BMW, Audi, and Volkswagen confirm non-participation in the 2024 Geneva auto event.

  • BMW’s shift towards “social first” marketing strategies emphasizes the importance of social media and live streaming.

  • The 2024 Geneva auto show is set to return after its abrupt cancellation in 2020 due to the COVID-19 outbreak.


Automotive News Europe has reported a significant development in the automobile industry regarding the upcoming Geneva auto show in 2024. Four major German automobile giants, namely Mercedes-Benz, BMW, Audi, and Volkswagen, have publicly declared that they will not be showcasing at the event. This decision comes as a considerable setback for the Geneva auto show, which is gearing up to return after being off the radar for four years.

Mercedes-Benz Drive Pilot 2024 | Photo : Mercedes-Benz

Statements from company representatives shed light on the decision-making process. Mercedes-Benz, after thorough deliberation, has chosen not to participate in the 2024 edition of the show. Similarly, Audi’s announcement also highlighted that their absence in 2024 is not indicative of a broader disengagement from the Geneva show in subsequent years.

2024 BMW i7 | Photo: BMW

BMW’s choice stems from a pivot in its marketing strategy, emphasizing a “social first” approach. This shift focuses on harnessing the power of social media platforms and live streaming, leading to the introduction of new event formats like “NextGen.” Consequently, BMW’s presence in several auto shows, including those in Geneva, Paris, and Detroit, will be phased out.

2024 Volkswagen Atlas First Drive Review: Delivering the required utility, comfort, and styling

Volkswagen has likewise confirmed that its primary passenger car brand will not grace the Geneva floors. While decisions from other VW Group brands like Skoda, Cupra, and Porsche are still pending, inside sources hint at a slim chance of their attendance. Furthermore, Stellantis, the automotive conglomerate, is displaying a trend of cost-conscious decisions, with brands like Peugeot, Citroen, Fiat, and Opel likely giving the Geneva show a miss.

Audi Sport 40th Anniversary | Photo: Audi

The 2020 edition faced an untimely cancellation due to the burgeoning COVID-19 crisis. However, optimism surrounds its return, scheduled from February 26 to March 3, 2024, at the conventional Palexpo convention center near Geneva airport. On a brighter note, Renault has committed to participating, and organizers are in discussions with approximately 20 Chinese brands, anticipating that a significant majority will confirm their attendance.

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