The 2024 Geneva Auto Show, making a comeback after a four-year hiatus, has received a setback as major German automakers, including BMW, Mercedes-Benz, Audi, and Volkswagen (VW), announced their decision to skip the event. This absence marks a significant blow to the auto show’s revival efforts.
Notable Absences
Representatives from these automakers confirmed their non-participation in the event. Mercedes-Benz cited “careful consideration” for its decision not to participate in the 2024 Geneva Motor Show. Audi clarified that its absence in 2024 is not a general disapproval of the Geneva event but a specific decision for next year.
BMW outlined a strategic shift towards a “social-first” approach, focusing on utilising social media platforms and live streaming for their marketing activities. As part of this new strategy, BMW decided not to attend the Geneva Auto Show in 2024.
VW Group’s Volkswagen brand will also not be present at the event. While other VW Group brands like Skoda, Cupra, and Porsche have yet to make a final decision, sources within these brands indicate that the likelihood of their participation is low.
Stellantis brands, which include Peugeot, Citroen, Fiat, and Opel, are also unlikely to attend. Stellantis CEO Carlos Tavares is inclined to reduce expenditures related to auto show appearances and has already abandoned plans for the company to participate in the 2024 CES tech expo as a cost-saving measure.
The 2024 Geneva Auto Show is scheduled to be held from February 26 to March 3 at its traditional venue, the Palexpo convention center near Geneva airport.
Renault’s Participation and Chinese Presence
In contrast to the German automakers’ absence, Renault confirmed its participation in the 2024 Geneva Auto Show. The company announced its intention to attend next year’s Geneva and Paris auto shows, as well as all major motor shows in the regions where the group operates.
Geneva show organisers are actively engaged with approximately 20 Chinese automakers. They are hopeful that two-thirds of these Chinese brands will choose to participate in the event, signifying a growing presence of Chinese automakers at the Geneva Auto Show.