German brands to skip 2024 Geneva auto show

German automakers will skip next year's Geneva auto show in a blow for the event that is being revived after a four-year absence.

BMW, Mercedes-Benz, Audi and Volkswagen brand will not have a presence at the show, spokespeople for the companies told Automotive News Europe sister publication Automobilwoche.

"After careful consideration, Mercedes-Benz will not participate in the 2024 Geneva Motor Show," a Mercedes spokesperson said.

Audi made a similar statement: "We won't be there in 2024. But this is not a general decision against Geneva," it said.

BMW will not be at the show after reorganizing its event marketing activities in a "social first" approach that will make more use of social media platforms and live streaming.

"We have added our own new formats, such as NextGen, while phasing out some existing formats," a spokesperson said. "This includes appearances in Geneva, Paris and Detroit. That's why we won't be in Geneva in 2024."

VW Group's VW passenger car brand will also not be represented in Geneva, a spokesman said.

Other VW Group brands such as Skoda, Cupra and Porsche have not yet made a decision on whether to be at Geneva. But the probability of participation was low, sources at the brands said.

Stellantis brands including Peugeot, Citroen, Fiat and Opel are unlikely to attend. Stellantis CEO Carlos Tavares is reluctant to spend millions on auto show appearances and the automaker has abandoned plans to participate in the 2024 CES tech expo in a cost-saving move.

The 2024 show is scheduled to take place for the first time since a chaotic cancellation at the start of the COVID-19 pandemic in 2020 just days before the event was due to open. It's scheduled to take place from Feb. 26 to March 3 at its traditional venue, the Palexpo convention center near Geneva airport.

Renault, Chinese presence

Renault said on Oct. 20 that it will take part in next year's Geneva and Paris shows, along with all major motor shows in the regions where the group operates.

Geneva show organizers have said they are in contact with about 20 Chinese brands and they hope that two-thirds of them will attend.