Renault, Chinese brands to underpin return of Geneva auto show in 2024

Renault and Chinese brands are expected to take part in the 2024 Geneva auto show, which organizers say will take place for the first time since a chaotic cancellation just days before the event was due to open in 2020.

The annual show was plunged into crisis that year when a late decision by Swiss authorities to prevent the spread of coronavirus forced the cancellation of the 90th edition of event.

Between 30 and 40 automotive brands will attend next year, organizers said, adding that a full list of exhibitors will be released about a month ahead of the show, which is scheduled to take place February 26 until March 3. The Palexpo convention center near Geneva airport will once again host the show.

Renault has confirmed it will be at the show,  while Germany's automakers -- Mercedes, BMW, Audi and VW -- have said they will skip the event.

Renault said in a release that it was “eager to ensure that these shows are a real celebration and contribute to the reputation of the European automotive industry.”

Renault Group CEO Luca de Meo is strong supporter of auto shows. Under his leadership Renault was one of the few non-German brands to attend the IAA Mobility show in Munich last month and in 2021. The French automaker has also committed to attend the 2024 Paris auto show.

"What I can say today is that I have no doubts that the 2024 Geneva auto show will happen, the only question is its size” Sandro Mesquita, managing director of the Geneva International Motor Show (GIMS) company, told Automotive News Europe.

Mesquita said that organizers do not expect to match the size of the show in 2019, which was the last time the event took place. However, the goal is to attract between 30 and 40 brands, including some that will attend the show for the first time.

He declined to name any brands that have confirmed their participation because those announcements will be handle by the companies. He did, however, say:

• Some Germans brands had confirmed their attendance. Sources tell Automotive News Europe that Porsche is expected to reveal its plans soon;
• GIMS is in contact with about 20 Chinese brands and hopes that two-thirds of them will attend;
• GIMS had been in extensive talks with Stellantis, Europe’s second-largest automaker after Volkswagen Group, about taking part.

Sister show in Doha
 
Separately, GIMS has a 10-year contract with Qatar tourism officials to organize a biennial Geneva International Motor Show in Doha. The first edition opened on October 5 with 30 brands.

Mesquita said he expects brand participation at the 2024 Geneva show to match what was seen in Doha early this month.

For example, JLR had different displays for the Defender, Jaguar and Land Rover brands. Therefore, JLR counted as three brands. Meanwhile, Chinese automaker Chery counted for four brands -- Chery, Omoda, Exeed and Jaecoo – at the Doha show.

Other brands with displays in Doha included Audi, BMW, Lamborghini, Lynk & CO, Mercedes-Benz, Mini, Nissan, Porsche, Toyota, VinFast and Volkswagen, most of them via their local distributors.

Separate entities

Mesquita said that the Geneva International Motor Show remains a stand-alone brand that is owned by the GIMS non-profit foundation. GIMS is a client of the Palexpo, from which it buys exhibition space and services, he added.

To lure more exhibitors, organizers have developed a new concept for the show to significantly reduce the high costs of attending, which caused several automakers to walk away from the event in the past.

"We are offering exhibitors preconfigured booths, so they do not have to build their own booth. We call this plug-and-play," Mesquita said.

The booths are smaller and less elaborately designed than those seen in the past. "Exhibitors just need to choose the color of the booth and bring their branding," Mesquita said. "Of course, exhibitors are equally welcome to have their own booths," he added.

The show is also trying to reduce the high costs of hotel rooms during the show. In the past, hotel owners have considerably hiked prices.

Organizers expect 300,000 visitors to attend the 2024 show, down from 600,000 in 2019.

If the 2024 show is a successful, GIMS wants it to become an annual event again, Mesquita said.