{"id":145284,"date":"2024-08-23T06:01:11","date_gmt":"2024-08-23T05:01:11","guid":{"rendered":"http:\/\/www.spglobal.com\/mobility\/en\/research-analysis\/motor-shows-where-are-they-now.html"},"modified":"2024-08-23T06:01:11","modified_gmt":"2024-08-23T05:01:11","slug":"motor-shows-where-are-they-now","status":"publish","type":"post","link":"https:\/\/gamefootballmobileanimeiphone.com\/index.php\/2024\/08\/23\/motor-shows-where-are-they-now\/","title":{"rendered":"Motor shows: Where are they now?"},"content":{"rendered":"

The S&P Global Mobility AutoIntelligence service
\nprovides daily analysis of global automotive news and events. We
\ndeliver timely context and impactful analysis for navigating the
\nfast-moving industry. Behind the Headlines offers a bi-weekly dive
\ninto recent top stories.<\/em><\/p>\n

Since 2008, the traditional motor show has been buffeted by
\nchanges in consumer attention and tastes, economic realities and a
\npandemic. Events that had been staples for new vehicle launches and
\nanchors on automotive calendars for decades became the victim of a
\nglobal recession, changes in available marketing platforms, the
\navailability of more directly targeted marketing, the fracture of
\nconsumer interests and audiences, and rising costs for the motor
\nshow itself.<\/p>\n

Then, the COVID-19 pandemic created disruption through canceled
\nevents and changes in timing \u2014 further changing the landscape
\nfor reaching consumers.<\/p>\n

In March 2020, the Geneva Motor Show pivoted to an online,
\nlivestream-only event with only 72-hours' notice to exhibitors and
\nattendees. From 2020 through 2022, motor shows were sparsely
\nattended, canceled, or their timing was changed. Alternatives for
\ncommunication with consumers and media nascent before the pandemic
\nbecame quickly advanced.<\/p>\n

Today, new-car reveals continue to be a priority, but automakers
\nnow use a broader mix of press and consumer platforms, and the
\nmotor show has lost its role as the automatic go-to space.<\/p>\n

Are traditional motor shows truly over?<\/h2>\n

There is hope in the upcoming Paris Motor Show in October 2024,
\nwhich will have a reasonably impressive list of exhibitors. Details
\non the Los Angeles Auto Show in November 2024 are still thin, but
\nthe schedule for the Detroit Auto Show in January 2025 shows a
\nsharply reduced media event schedule and low expectations, despite
\nreturning to its traditional January date.<\/p>\n

A good year now for a traditional motor show may mean seeing
\nfive to seven all-new models. But in past years, key international
\nshows often claimed more than 50 new car reveals.<\/p>\n

While excitement around a show brings people in and feeds a
\npositive narrative, the negativity around shows and cutbacks in
\ndisplays does the opposite, feeding the idea that traditional shows
\nhave become irrelevant and reducing attendance. For consumers,
\nfewer brands on display reduces interest to attend.<\/p>\n

The absence of ultra-premium and performance carmakers has also
\ndealt a blow to traditional shows. Ultraluxury brands prefer to
\nspend their marketing budgets on high-prestige events like the
\nrecent Monterey show in California or the Goodwood live
\ndemonstration show in the UK, while some OEMs have reallocated
\ntheir show budgets to motorsport programs.<\/p>\n

The world-famous Geneva Motor Show will not be held in 2025, and
\nthere are no plans to resurrect it. The Geneva Show first took
\nplace in 1909 and existed as one of the key global motor shows
\nwhere it was de rigueur to launch new models. Geneva had a sense of
\nneutrality that was not the case with the alternating Frankfurt and
\nParis shows, which tended to be dominated by the German and French
\nOEMs respectively in terms of presence, spend and launches. In
\nGeneva, any major global OEM could stage a major model launch with
\nalmost guaranteed publicity.<\/p>\n

Geneva, Paris, Frankfurt, Tokyo and Detroit formed the quintet
\nof major, globally important motor shows. These became a place
\nwhere car enthusiasts could get up close to the latest models and
\nenjoy their passion and maybe make a decision on their next
\ncar.<\/p>\n

However, the ultra-premium performance brands re-focusing on
\nmore exclusive and targeted events also served a bitter blow to
\nGeneva, which had always prided itself on attracting major world
\npremieres from the likes of Porsche, Ferrari and Lamborghini.
\nWithout these glamorous halo brands the show became a whole lot
\nless attractive to the general public.<\/p>\n

As a result, it looks as though we have seen the very last
\nGeneva Motor Show. Frankfurt has transitioned to the IAA Mobility
\nShow; it is much smaller in scope, but has a clear theme and
\npurpose (sustainability, over and above simply zero emissions).
\nDetroit has returned to its traditional January calendar slot, but
\nthat move may be too late. Though Paris' improved line-up for 2024
\noffers some hope for the traditional motor show, the writing is on
\nthe wall unless they evolve with the times and offer more
\nentertainment and interaction for a younger audience.<\/p>\n

Focus may be the answer<\/h2>\n

While the traditional show has struggled, we are seeing events
\nlike the UK's Goodwood Festival of Speed and California's Monterey
\nCar Week serving as background for an increasing number of targeted
\nintroductions. These are high-profile examples of highly targeted
\nevents.<\/p>\n

Goodwood is a very good example of how marketing spend on the
\ntraditional motor show has changed. The Goodwood Festival of Speed
\nwas conceived by British aristocrat Lord March who first held the
\nevent in 1993. In 2010, Goodwood capitalized on an opportunity
\ncreated by the cancellation of the British International Motor Show
\nand introduced the Moving Motor Show.<\/p>\n

The Goodwood Moving Motor Show created a chance for buyers to
\ntest cars on the course. Manufacturer involvement in the event has
\nsince snowballed, but it tends to be ultra-premium high-performance
\nOEMs that are most involved such as Porsche, Lamborghini, Ferrari
\nand Aston Martin, while premium brands like BMW, Audi and Mercedes
\nand Alpine are also very present with their performance models.
\nRolls Royce's presence is always guaranteed due to the proximity of
\nthe brand's factory to Goodwood House. In 2024, MG, Polestar, Ineos
\nAutomotive, Honda, Mercedes-Benz and Ford were among the automakers
\nusing the backdrop to make news.<\/p>\n

The Monterey Car Week has more organic roots; its key events
\ninclude the Rolex Monterey Motorsports Reunion at the storied
\nLaguna Seca racetrack, where owners of historic cars put the cars
\nthrough their paces in exhibition races; The Quail: A Motorsports
\nGathering, which focuses on performance luxury brands and
\ncelebrating motorsports history; and the signature event, the
\nPebble Beach Concours d 'Elegance. The Pebble Beach event is a
\njudging of historic cars but has grown to include displays of
\nconcept and modern cars on the edges of the event as well.<\/p>\n

In 2024, Acura used the event again to reveal a concept for an
\nall-new battery electric vehicle (BEV), Maserati showed off a new
\nsports car, Lincoln revealed its Navigator SUV, and Mercedes
\nMaybach and AMG brands had significant presence and new cars.<\/p>\n

Yet, the decision for several automakers to rejoin the Paris
\nshow suggests there is news coming which is better suited to the
\ntraditional motor show environment, even if that environment proves
\nto be scaled back from their heyday.<\/p>\n

The effort to be more interactive is not new for show organizers
\nstriving to maintain relevance. The needs to reduce cost and
\nincrease share of voice are not new, either. In 2024, however, the
\ncontinued growth of both Goodwood Festival and Monterey Car Week
\nsuggest that the real future may be in smaller, more focused
\nevents.<\/p>\n

The future is in finding the right platform for the right news,
\nwith no single event able to claim it is a “must” in the automaker
\ntoolbox for vehicle introductions or for connecting with
\nconsumers.<\/p>\n


\nGet free trial of AutoIntelligence<\/a><\/p>\n\n

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The S&amp;P Global Mobility AutoIntelligence service
\nprovides daily analysis of global automotive news and events. We
\ndeliver timely context and impactful analysis for navigating the
\nfast-moving industry. Behind the Headlines offers a bi-weekly 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