Mar 6, 2024,03:37am EST
China’s Dominance and European Absences Evident at Geneva Auto Show
A cursory glance at the Geneva Auto Show may have convinced apprehensive Europeans that the perceived existential threat to their iconic automotive industry from Chinese manufacturers had already materialized.
Of the 23 European and World premieres of predominantly electric sedans and SUVs unveiled at the once-annual event, approximately one-third were Chinese, while half of the European debuts hailed from China, as reported by the show organizers.
Renault of France, along with its Dacia value-brand, stood as the sole major European presence. The remainder concluded that the traditional auto show model had outlived its usefulness. Renault CEO Luca de Meo capitalized on the opportunity to launch a new electric car, the 5, and advocate for an “Airbus for Cars” initiative aimed at safeguarding Europe against anticipated imports of small urban electric vehicles from China, potentially jeopardizing European manufacturers.
BYD emerged as a prominent participant, introducing the Seal plug-in hybrid and the spacious Tang 7-seater SUV, alongside offerings from its upscale brands Denza and Yangwang. Denza, originally established over a decade ago with Mercedes, is now 90% owned by BYD.
SAIC’s MG also made its mark, unveiling the compact “3” hybrid poised for significant market success. MG stands as the most triumphant Chinese brand in Europe to date. In the previous year, Chinese brands collectively sold just over 350,000 sedans and SUVs in Europe, primarily electric models. MG led the pack with 239,000 predominantly EVs, nearly doubling the 2022 total.
Additionally, other debutants mainly comprised niche ventures, with the Microlino—a modern take reminiscent of BMW’s Isetta bubble car from the 1950s—making its European debut.
1962 BMW Isetta 300 bubble car, 2000. (Photo by National Motor Museum/Heritage Images/Getty Images)GETTY IMAGES
The Geneva Car Show, once a pivotal annual event for the global automotive industry to unveil its latest innovations to Europeans, followed by biennial shows in Paris or Frankfurt in the fall, saw a halt due to the Covid pandemic in 2020. While Paris attempted to regain its prominence, the Frankfurt show found rejuvenation in Munich.
At its zenith, the Geneva show drew crowds of approximately 600,000 over 10 days and hosted up to 10,000 journalists. However, this time around, the show, rebranded as the Geneva International Motor Show (GIMS), reported 168,000 attendees and 2,000 accredited journalists by the end of the event on March 3.
The cancellations prompted by the Covid pandemic coincided with a growing sentiment in the industry that traditional car shows had become prohibitively expensive and outdated in format. The question arose: why invest millions in lavish launches that captured the media’s attention for a mere 15 minutes, only to be eclipsed by the next wave of hype and noise? Online platforms and new media avenues offered more cost-effective and targeted launch opportunities, allowing manufacturers to synchronize their unveilings with their own timetables.
Renault 5 Electric (Photo by Richard Bord/Getty Images)GETTY IMAGES
Sam Fiorani, an analyst at Auto Forecast Solutions based in Chester Springs, Pennsylvania, acknowledges the shift in focus but suggests that the traditional format may still hold some relevance.
“Corporate decisions have leaned towards private media introductions and a greater emphasis on social media marketing rather than public in-person displays. Whether this direction is optimal remains uncertain, but there’s a likelihood that the pendulum will swing back towards some level of representation at shows like Geneva in the future,” Fiorani remarked in AFS’s March report.
The Geneva show provided limited insight into new car launches in 2024. These include the introduction of the new BMW Mini Cooper EV, a fresh Skoda Kodiaq compact SUV offering gasoline, diesel, or plug-in hybrid variants, and the Cupra Tavascan, an electric SUV. Cupra, a burgeoning Volkswagen brand, is gradually supplanting SEAT. Notable additions to the EV lineup this year encompass the sizable VW ID.7, poised to rival the BMW i5 and Mercedes EQE, the Kia EV9, Hyundai Ioniq 5 N, and the compact Renault 5 E-Tech. Additionally, a new BMW 2 series will be available with either combustion power (X2) or the electric iX2 variant.
Geneva International Motor Show (GIMS) has also appeared in Qatar. (Photo by GIUSEPPE CACACE/AFP via ... [+]AFP VIA GETTY IMAGES
Maybe GIMS will recapture its past splendor. For this journalist, who experienced the Geneva show for the first time in the early 1990s, its location always seemed ironic. Geneva, being such a small city, turns into more of a parking lot at the slightest hint of rush hour. The most dependable way to reach the Palexpo Exhibition Halls near Geneva Airport during the show? Hop on the train from the town center.