Who killed the Geneva motor show? That might not rival ‘who killed JR?’ for a place in the pop culture lexicon, but in the wake of today’s bombshell news from the event organisers, it’s a question that is worth exploring for anyone interested in the automotive industry.
First, we can all agree the show really is dead this time, right? The press release only refers to a decision “not to organise the next edition” of the show, but it’s clear this isn’t just a one-year pause (even if the ‘spin-off’ show in Qatar survives).
The board of the organising committee is aiming to dissolve the foundation that organises the event, due to the “recognition that market conditions in Europe are not conducive to the success of future editions”.
And so ends the rich history of the world’s oldest motor show, an event first held in 1905 and long the most important single event of the European car industry calendar.
While its struggles in recent years – this year’s shell of an event was the first since 2019 – might cloud its legacy, it’s important to remember just how important Geneva was for so long.
Thanks to its ‘neutral’ status and date early in the year, Geneva was for decades warmly embraced by the whole industry and used for the launch of countless significant cars.
For journalists, it was an unmissable event, a chance to speak to all the leading power brokers in one place. And for millions of car enthusiasts, it was a chance to see the latest metal up close in a quick hit. But no longer.
At a time when motor shows in Europe and the US are struggling but those in China are thriving, it’s important to try to understand the root issues. So, what did kill the Geneva motor show?