No future for the Geneva motorshow after 119 years

The Geneva Auto Salon was regarded as one of the major international motorshows each year. First run in 1905, the event in the Swiss city began growing in stature after World War II. As the first major motorshow each year, it became popular among the automakers as a venue to unveil new models and to provide a preview of what to expect during the year ahead.

Was the pandemic to blame?
The COVID-19 pandemic forced the organisers to cancel the 2020 event at the last moment (due to government restrictions) and since then, the event has struggled to recover. With the market conditions having changed during the pandemic – and use of online channels became more popular – the appeal of a physical motorshow has diminished.

This has had serious implications for not only the organizers of the Geneva event but also other big international motorshows – though anyone who has been to those in China would see a different picture.

More global audience online
The automakers that have made up the majority of exhibitors are less willing to spend so much money (and it is a costly exercise) on participating in motorshows and have found that online promotion works well. Many have even taken to launching their new models online, reaching a global audience rather than just those at the launch venue.

2025 event cancelled
As a result, the Geneva motorshow has suffered from a lack of interest from the major companies to the extent that it is not even viable to hold the event. Where the forced suspension during the pandemic gave time to re-think the approach, the significant indifference to the event has led the organisers to cancel the 2025 event.

“The Board of the Comité permanent du Salon international de l’automobile Foundation notes that there are too many uncertainties linked to the automotive industry and the eroded attractiveness of the major European shows to take the risk of investing further into the future. This extremely regrettable decision should not detract from the efforts and determination with which we have tried to regain our success. However, the investment levels required to maintain such a show, sound the final blow for a future edition,” said Alexandre de Senarclens, President of the Board.

Unable to achieve its statutory aim, the Board, as part of its responsibilities, will formally request authorization from the cantonal supervisory authority for foundations (ASFIP) to dissolve the Foundation. This decision follows the recognition that market conditions in Europe are not conducive to the success of future editions.

Geneva in Qatar
Last year, as the auto industry was recovering from the effects of the pandemic, the early date of the Geneva motorshow was not good timing and there was reluctance to commit. As a result, the organisers tried to get a later date in the year – and also a different location. This was in Qatar, at the Doha Exhibition and Convention Centre where a ‘Geneva International Motor Show’ (GIMS) was to be held in November.

GIMS Qatar went well with 30 brands participating and 12 world premieres taking place. However, the plan had always been to have the Geneva motorshow in Geneva again, and so the 2024 event was held in its traditional venue in February this year.

It was clear that the event was still not considered a ‘must participate’ event for many carmakers. Compared to GIMS Qatar which had been 4,700 kms away, there were 35 exhibitors with 19 automakers and 13 world premieres. GIMS Qatar had 180,000 visitors but GIMS 2024 had 167,750.

Perhaps unwilling to let the Geneva motorshow end completely, the organisers will run another GIMS Qatar in November 2025. “For its upcoming festival dedicated to automotive excellence, and on the back of a successful first edition, GIMS Qatar can continue to rely on the recognized know-how and skills of the teams who initiated and developed the concept and its implementation,” said Sandro Mesquita, GIMS CEO. “It’s satisfying to realize that motorshows continue to appeal to brands in different parts of the world, and that the Geneva International Motor Show has reinforced its appeal in the Middle East.”

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