Jason Barlow looks back at the Geneva Motor Show
Has anyone ever actually enjoyed a motor show? Whatever your feelings, it’s an idea that appears to have run out of road. New York and LA, never truly tier one events in the automotive calendar, persist in their efforts to reinvent themselves as showcases for mobility solutions. Sounds tempting, right? The tech sector has CES in Vegas, a vast conclave of hi-def 4K AI televisions and drones that has been annexed by some of the car industry’s brightest players. But have you been to it? Have you been to a trade( show in Vegas? Truly, this is the seventh circle of hell. With Elvis impersonators and swirly carpet.
The German giants, meanwhile, have tamed their predeliction for self-aggrandisement – as seen in Frankfurt’s sprawling Messe megalopolis – and shifted the centre of gravity to Munich, specifically the city’s charming historic centre. It’s friendlier and more inclusive. Hell, there are even hints of humility. Approximately half a million visitors attended in 2023 but the jury’s still out.
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