The Geneva auto show has closed after 119 years.

Most motor shows are struggling, because the world is becoming more and more virtual - people electing to watch youtubers rather than see cars in the flesh (or in the metal, or in the carbon).
Geneva was also cancelled for four consecutive years, which probably did not help.

 

Normally these things happen because manufacturers don't see the value in showing up. Its not from a lack of attendance. Its just too much work for the payoff.

Ferrari hasn't been at the LA Auto show in over 15 years and LA is one of its biggest markets. I asked why and the reason was there wasn't enough business generated from walk ups and anyone who was really interested would just walk into a dealer showroom.

Today they can fly in influencers and the press and get more bang for the buck -- and without their competitors trying to steal the show from them.

 

This. I last attended an auto show 20 years ago, and it was a convention center full of cars and trucks in which I had zero interest. Between YouTube and cars and coffee I already have a short list, and for the new cars it's easy enough to visit the dealer.

 

it was one of the highlights of my year from the time i was old enough to ride in the back of a 911 circa 1969 until this last february when i attended the very last (and somewhat pathetic) finale.
it was the greatest show because EVERYBODY came with the their latest creations to debut them for the world. no other show could compare.

 

COVID put the last nail in the coffin for shows like that. Now it is smaller local car shows or exhibitions, usually outdoors and online events. High end audio has suffered the same fate. High end audio is now so computerized, digitized and sanitized(sound familiar car lovers?) many have abandoned the super expensive high end components for an iPhone and pair of earbuds. Life has become so virtual people drive in cars now only when they have too, not because they want to and they want it as serene as possible hence the EV self driving IPad for a dashboard appliances. The high end car market will continue to exist in limited fashion but with absurd prices.
The camaraderie of sharing a passion unfortunately will be gone. The loss of shows are a symptom of our virtual society disease. AI will accelerate the disease[emoji17]


Sent from my iPhone using FerrariChat

 

I started going in 1977 (IIRC) when I was in boarding school in Switzerland, there was still a Monteverdi stand and the Ferrari, Pininfarina, Bertone, Maserati, Lambo, de Tomaso stands were wonders to see for a 13 year old kid. Here with the Japanese Dome and F car.

Decades later when back in Europe I went from 2006 to the end...I greatly miss Le Salon de Geneve as it was the only time of year when I looked at modern cars and of course the best salon in the world, the only one with all the small sports/supercar manufacturers. In recent years, being half Swedish I was very proud of Koenigsegg, a true genius.

Image Unavailable, Please Login Image Unavailable, Please Login

 

There are people here who may correct me, but I didn't get the impression Geneva or Frankfurt/Paris, the big shows, were about consumer attendance, and nor is Geneva's closure.

Manufacturers went to see and schmooze with their dealers, with suppliers, with trade customers, and media. For luxury brands like Ferrari consumer attendance on the private days was important, but for a Ford or a Toyota not so.

From a media perspective I can say that 20 years ago these shows saw manufacturers put in vast budgets to fly media in from around the world, entertain them lavishly, show new models and offer interviews, often Geneva was the only place media got to speak with CEOs or CTOs of these companies. Motoring journalists were treated like royalty. That was one important element for manufacturers, not the only important one, and now media is fragmented as people have pointed out, among a million social media creators.

Geneva was more boutique and upmarket than Frankfurt/Paris. Covid showed everyone they didn't need to do it. And now they don't.

 

Attendance was indirectly related; a big attendance gave a large audience to an event, making it "the place to be". People attending, and people getting reports of the event, would be impressed by the new cars presented - so it was a part of advertising for the manufacturers, and that's why they spent money there.
The public losing interest for the motor shows, and the decrease in attendance, may not make directly a big difference for the organizers - the loss of tickets sales could probably easily be supported. However, the manufacturers acknowledge the lack of interest and therefore do not want to spend money there : that's what kills the business model.
And then the evolution can only accelerate, since as some manufacturers withdraw, even less people want to go (or just care about), making the event less valuable for the remaining manufacturers, who take the same decision... so it's logical that it stops before there is not anybody left.

 

Image Unavailable, Please Login Attending auto shows used to be a part of my job responsibilities.I was fortunate to have travelled around the world attending various shows. Geneva was one of my favorites. That show being in Neutral Switzerland had everyone on equal footing, unlike Paris, Frankfurt or Tokyo. The cool thing about Geneva was that’s where the Italian coachbuilders designers showcased their latest designs. The internet pretty much killed all that. The Chinese however are still embracing the concept. I miss those days.