Sunday, August 1, 2021
Auto Shows & Events Could The Cancellation Of The Geneva Motor Put The Value Of Auto...

Could The Cancellation Of The Geneva Motor Put The Value Of Auto Shows In Question?

Auto Shows like the Geneva Motor Show are extremely costly for carmakers whereas digital channels are far less expensive.

  • This shut-down will cause all exhibitors to lose money.
  • More than 660,000 people attended the show last year.
  • The quick turn-around to virtual press conferences to replace the show may ignite a new trend.

The forced shut-down of the 2020 Geneva International Motor Show due to the spreading coronavirus has pushed many automakers to organize alternative means of product introduction. Most were quick to announce that World Premieres would still take place however using various digital channels only, compared to traditional displays at the auto show.

The use of livestreaming presentations and various events is already widespread and has proven to be a reliable and cost-effective way of getting the word out to numerous media outlets. Often times, reveal and launch displays such as the ones that take place “live” on the show floor are digitally distributed which brings up the question: Is the massive investment in resources to participate in a “car show” necessary nowadays?

Obviously, and as car enthusiasts, we all love auto shows as there’s nothing quite like walking among all the cars and SUVs, seeing them, sitting in them and so on. The death of auto shows media days could put an end to this, or would it? The big spending on behalf of manufacturers usually goes towards these world premieres, the related show and special guests. What if unveilings occurred digitally and were simply included as part of the manufacturer’s display?

With ever increasing expenditures, be they research and development costs, materials, labour and all other expenses, perhaps the era of auto shows should come to an end, at the very least, as a media event. It will be interesting to see how OEMs react once the dust settles in a few weeks. This could be the beginning of the end…

Honestly, how many of you still travel to auto shows physically?

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Matt St-Pierre
Trained as an Automotive Technician, Matt has two decades of automotive journalism under his belt. He’s done TV, radio, print and this thing called the internet. He’s an avid collector of many 4-wheeled things, all of them under 1,500 kg, holds a recently expired racing license and is a father of two. Life is beautiful. Send Matt an emai

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