Geneva Show cancellation could mean the end of traditional motor shows, says GlobalData

Following the news that the organisers have already cancelled the 2021 Geneva Motor Show;

David Leggett, Automotive Analyst at GlobalData, a leading data and analytics company, offers his view:

“This second consecutive cancellation of the big annual motor show raises questions about its viability beyond next year. Even before the coronavirus crisis forced a late cancellation of this year’s Geneva show in March, many carmakers had already concluded that the costs of exhibiting at motor shows are no longer worth bearing and that there are better ways to spend budget and generate buzz around new product.

“The COVID-19 crisis is severely impacting the automotive industry and the Geneva Show organisers admitted that prospective exhibitors were unwilling to commit to participate in a 2021 show. Thanks to burgeoning news and car websites, as well as social media, new car models have often been seen online well in advance of official show launches.The cancellation of the Geneva motor show this year meant that many vehicles that would have been world debuts were instead revealed via online premieres. Indeed, livestreaming new product presentations may well be seen as a way forward for manufacturers concerned over the costs and diminishing effectiveness of exhibiting at trade shows.

“It increasingly looks like the traditional motor show event format, with its large indoor show halls filled by static displays and big crowds, is looking a little tired. COVID-19 may have hastened their evolution or demise.”

More Media