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Everything was ready for a major auto show in 2020: a new salon director, a new concept and above all more activity for the public should make the Geneva International Motor Show (Gims), formerly the Geneva Motor Show, a magnet for cars . But then came the corona epidemic and the Federal Council’s ban on events: the trade fair was canceled shortly before it started, disagreements with exhibitors over the trade fair’s costs, economic difficulties.
Since then, the Gims have not been able to stand up. The pandemic and economic situation in the auto industry, along with delivery problems, production cuts and chip shortages, has slowed the show. But progressive digitalization also quenched the participants’ love of Geneva: the automotive industry has long been able to present its innovations online. The edition, scheduled for 2023, was canceled last October.
The new president’s connections are good
But now Gims is repositioning itself: with Alexandre de Senarclens (49) the new chairman of the foundation board takes over the management of the “Comité permanent du Salon international de l’automobile”. The Geneva lawyer is well-connected nationally and internationally and as a member of the council and, until 2015, the former head of the Geneva FDP section, he also has the necessary contacts in Geneva politics. He replaces the attorney Maurice Turrettini, who ran the motor show’s supporting foundation for twelve years. Sandro Mesquita (48), salon director who has been with the company since 2020, continues to take care of operations.
And how does it continue? After financial difficulties with a deficit of approximately CHF 15 million, Gims Foundation, as an investor, saved Qatar Tourism from collapse in 2021. Its new owner is looking to profit with Gims Qatar: It will be held from 5-14 October this year as part of the F1 Grand Prix in the Arab Principality and should become more of a car playground for the wealthy than a car. classic motor show. Another Geneva show is planned for 2024, albeit of a shorter duration, from February 26 to March 3 compared to the pre-pandemic period. In the future, both exhibitions will take place alternately every two years.
Qatar should benefit from Geneva
“The Gims team is fully motivated to hold two auto shows, one in Doha this fall and the other in Geneva at the end of February 2024,” says Alexandre de Senarclens. But which trade fair has priority – Geneva or Qatar? “Both events aim to present world premieres and technological innovations and develop an industry in transition. The conditions that make Geneva Salon successful, its international location, sense of hospitality, geographical centrality, professionalism and economic neutrality form the basis of Gims in Doha», explains de Senarclens. In other words: Qatar is hoping for the positive image of the Geneva Motor Show as an engine for its own auto show.
But after four cancellations in a row, does a Gims still have a chance at Geneva 2024? De Senarclens firmly believes this: “This is why I agreed to preside over the founding of the Geneva International Motor Show.” Brands and auto importers know that the Geneva Motor Show is a world-class showcase: “And as a Geneva politician, it’s my honor to unite everyone involved at the next impressive show.”
New, flexible concept
But it needs a new concept. De Senarclens believes Gims is also on the right track for Geneva: “The automotive industry is in turmoil and we believe the Geneva Motor Show is a unique platform for a new upswing.” The new concept with modular stands and focus on innovation offers a much anticipated and already appreciated level of flexibility.
It is not yet clear how potential participants will react to the new concept. Salon director Mesquita presented innovations for the fair in the past years, but did not listen to many brands. Because during the pandemic, many manufacturers switched to their own events and digital channels to spread their news, without having to compete with the looks of others, just like at a trade show.
Held in September in Munich (Germany), IAA Mobility should give the next clue to the future of auto shows. If it manages to attract more brands and visitors to the exhibition center than two years ago, this will be a positive sign.
Source: Blick
I’m Ella Sammie, author specializing in the Technology sector. I have been writing for 24 Instatnt News since 2020, and am passionate about staying up to date with the latest developments in this ever-changing industry.
