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Is advancement tech killing acceptable auto shows?

  • Tech
  • mobility
  • mobility
  • Automotive industry
  • COVID-19

Is advancement tech killing acceptable auto shows?

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This commodity was accounting by Ross Douglas,  Founder & CEO, Autonomy, on The Urban Advancement Daily, the agreeable site of the Urban Advancement Company, a Paris-based aggregation which is moving the business of advancement advanced through concrete and basic events and services. Join their association of 10K global advancement professionals by signing up for the Urban Advancement Weekly newsletter. Read the aboriginal article here and follow them on Linkedin and Twitter

When I accustomed in Paris five years ago to start Autonomy, I was arrive to meet with the head of the Paris Motor Show on Avenue Montaigne – one of the most big-ticket pieces of real estate in the world. The newly appointed head had an office the size of the boilerplate Parisian apartment, and overlooking Gucci and Prada boutiques. The offices housed posters from assorted editions of the 120-year-old motor show’s illustrious history, which in its early years was based at the Grand Palais.

Motor shows have a great past and a very ambiguous future. Five or six years ago, motor shows were at their apex and their model had not afflicted much in 100 years. Shows like the Paris Motor Show or the Frankfurt Motor show had all the big brands on board and accustomed north of 1 actor visitors. Not hasty given that in 2017, 95 actor agent sales brought the world total to 1.3 billion – a anniversary we will probably look back on as ‘peak car’.

Today, auto shows are dying. The majority of new car sales have switched to corporates from consumers, who are instead buying second hand and captivation onto their cars longer. In the US, over the last 25 years, the boilerplate age of active cars has gone from around eight years to nearly twelve years. In Europe the trend is agnate with the boilerplate age close to 11 years.

The 3 fallen auto show giants

Europe has hosted three large auto shows which were founded in the early part of the 20th century: Frankfurt, Paris and Geneva. The IAA in Frankfurt is run by the VDA (Association of the German Automotive Industry).  The 2019 copy of the IAA was its last in Frankfurt. The show lost some big brands, like Toyota and Fiat Chrysler, and accustomed half the aggregation numbers. They also had to deal with altitude change protests for the first time. One of the more active groups, Sand in the Gearbox led by Tina Velo, used the show to accost the  auto industry about their altitude record, in front of the press.

The Geneva International Motor Show was appointed for the 3rd of March, 2020, but was annulled the day before aperture due to Covid-19, costing organizers 11 Actor CHF and the accommodating OEMS major losses on investment. Venue owners, Palexpo SA, bought the show, which will only re-appear in 2022.

The IAA used to alternating each year with the Paris Motor Show as part of a affable acceding and The Paris Motor Show should have taken place this October. AMC, the captivation aggregation of The Paris Motor Show, afresh sold a 50% stake to Hopscotch, a brand and activation agency based in Paris that organizes world-leading car and appearance launches as part of their offering. Hopscotch hoped to use their savoir-faire to revive the show to its former glory but the timing could not have been worse. Car companies had a difficult Frankfurt Motor Show and then the Geneva Show was annulled last-minute. Car brands were not able to commit to an auto show under the affairs and Hopscotch retrenched all their staff, making it highly absurd that there will be a Paris Motor Show in the future.

From “motor” to “mobility”: a complicated leap

For now, the only authoritativeness is of the Germans hosting a motor show. The IAA did not renew with Frankfurt and arrive Berlin, Munich and Hanover to bid for the show. Munich won the bid over Berlin and Hanover due to a 15 actor Euro advance by Bavaria and a abate one by the city. The IAA plan to catechumen the auto show into a acceptable advancement show with the car at the centre of the advancement mix. They are hoping that this will pacify the likes of Tina Velo and her fellow anti-carbon activists. It’s going to be a claiming to keep anybody happy. The car companies will still present their SUVs to a Munich admirers who love big cars. The advancement operators will present their solutions as alternatives to car buying and European cities will stay away because they are committed to creating car free cities.

Caught amid two disruptions 

Motor shows, if they are to survive, will more rely on government support. The food chain used to work commodity like this: car shows admiring the world’s press, who covered the launch of new models (often accurate by car adverts), which consumers all around the world read in their admired publication. Half those publications apparently won’t exist in a few years from now and sales budgets will more be spent on cheap bounded events that give abeyant buyers a chance to test ride and decide.

Thanks to COVID-19 and the rise of digital, major trade shows are being disrupted. Motor shows face added burden from anti-car cities and altitude activists. Businesses will need to think about new ways to acquaint their alms and accomplish leads .


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Published October 8, 2020 — 09:00 UTC

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