Geneva auto show may be back in 2021

The Geneva auto show may return in March 2021 as a three-day, media-only event.

Automakers are being offered an all-inclusive package that covers the cost of their stands and accommodations for guests, according to documents seen by Automotive News Europe.

No automaker has confirmed participation so far and local health authorities would need to give their approval.

The annual event's 2021 edition was canceled in June by the show's official organizers, the Geneva International Motor Show (GIMS) Foundation. They cited a lack of interest from automakers and the threat of having to cancel the event for the second year in a row because of the coronavirus crisis.

This new, much smaller event would be staged by the management of Palexpo, the venue on the outskirts of the city where the show is held.

"This period of transition presents an opportunity for us to reinvent our profession, evolve our events and create new platforms for bringing people together both in person and virtually," Palexpo officials said in a brochure for the 2021 event seen by ANE.

Palexpo officials could not be reached for comment about the brochure.

In the brochure, Palexpo said the combination of physical and virtual activities “will take this event to a whole new level.”

The show's focus would be 30-minute press conferences held on a central stage and broadcast digitally. That 30-minute time slot would include a 15-minute question-and-answer session.

Trio of choices

Automakers have been offered three packages ranging in price from CHF150,000 - CHF 750,000  (€139,000 to €695,000).

The entry package includes a stand with room for one car, accommodations for 10 media guests as well as the use of a fully equipped stage with LED TV wall, rotating platform and customizable branding.

The most expensive package provides room for four cars to be displayed and up to 100 media guests.

Not having to build a stand provides show attendees a “significant reduction” in costs, one automaker executive told ANE on condition of anonymity.

Automakers would also save money because the show's length would be shortened to three days from 15 and set-up time would shrink to seven days from a month.

In addition, covering the cost of accommodations for media guests would be welcomed as automakers have long complained about Geneva hotels hiking room prices during the event.

New normal

Automakers have pivoted away from traditional auto shows as rising development costs have squeezed budgets and and they have developed effective alternative ways to launch cars through virtual events.

Geneva, however, remains a popular event with automakers that appreciate its smaller scale and ease of access.

"We love Geneva. It's an intelligible show," Rolls-Royce communications director Richard Carter told ANE. "It's the only [non-Chinese] show we would like to stay at, at least for the next few years."

Rolls-Royce, however, has not said whether it would attend the 2021 event.