The Car Show Will Go On
“International" car shows have a more national flavor these days, but that doesn’t mean the format is dying. The North American International Auto Show launches this week in Detroit, hot on the heels of IAA Mobility in Germany last week. These were traditionally among the “big five" global car shows alongside those in Paris, Geneva and Tokyo, before the pandemic broke a tradition already under strain.
IAA relocated from Frankfurt to Munich in 2021 with a broader pitch around “mobility" to appease the anti-car lobby, while there hasn’t been an auto show in Geneva since the lockdowns. Car shows can only really rely on their home team to show up these days, let alone create a buzz with new models. Volkswagen, BMW and Mercedes-Benz attended IAA in force, taking over the squares of central Munich and showcasing their flagship projects.
But most American and Japanese car brands, and even some other European ones, stayed away. Only Chinese vehicles were there in greater force: The likes of BYD are new to the European market and need to make a splash. The home bias will be even more pronounced in Detroit.
Of the 15 brands due to host their own displays, just five originated overseas: Toyota, Lexus, Kia, Fiat and Volkswagen. Europe’s luxury names will be represented by dealers, and in BMW’s case also on an indoor electric-vehicle test track. Toyota is saving its big reveals for the Tokyo show, which starts in October.
Underlining the role of national champions in keeping big shows alive, the Geneva event has struggled to bounce back because Switzerland doesn’t have a car industry. In commerce as in war, the country’s unique selling point was that it was neutral territory. Perhaps the most international show this year was Shanghai
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