Where did it all go wrong? Geneva was once the crown jewel of the auto expo calendar, thanks to a backstory that runs all the way to 1905. But in 2020, the pandemic hit, forcing several automakers to either host their reveals online or simply postpone them.
Most ultimately opted for online presentations, which allowed them to take ownership of the news cycle. Automakers began to question the value of spending fortunes on temporary exhibits, competing for coverage with every other carmaker on the planet and only fully appreciated by show attendees.
Why make arduous trips, pay for event staff, and play host to journalists who only care about canapes when you can hire a decent photographer and a social media manager, post your new Gemera whenever you want, and avoid jostling with rivals for the media’s attention?
With this approach, automakers save fortunes, reach millions of people simultaneously, and appear contemporary. Auto shows like Geneva just can’t compete with that kind of exposure and cost efficacy.
