Sandro Mesquita, director of the Geneva Motor Show, is already actively preparing the 2022 edition of the GIMS after two canceled editions. For L’argus, he looks back on the novelties planned for the 91st edition, and in particular on the partnership with Qatar which allows the survival of the Swiss event.
After two cancellations in a row due to Covid-19, the Geneva Motor Show should reopen its doors in February 2022. The Swiss event popular with car enthusiasts intends to reinvent itself to face the disenchantment of manufacturers and the public, observed since a few years. Sandro Mesquita, director of the show since May 2020, reveals some of the novelties planned for this new format meeting.
A difficult economic context
Mr. Mesquita’s observation is clear: “ the cancellation of the two editions 2020 and 2021 had a very strong impact, both for us and for our exhibitors “. In 2020, the fair must have been canceled at the last moment, a few days before opening. All the stands were in the process of being set up or already set up, giving surreal images of a ghost salon. What generate colossal losses for the organizers and the exhibitors, who commit millions of euros each year for this kind of events. The organizing company of the show estimates that the losses for the 2020 edition are over 10 million euros.
For 2021, a first survey was carried out very early in the year with builders and exhibitors, in order to find out their intentions. But due to the pandemic, many had already downsized by going through online events, which are cheaper and easier to set up remotely. We had to review the plans and say goodbye to the show as we know it, canceled in June 2020.
The arrival of Qatar in the equation
Having arrived at the head of the GIMS organization in May 2020, Sandro Mesquita immediately had to find a financial solution for the survival of the show. Thereby, the organization approached partners to find a new economic model. Among them, the body responsible for promoting tourism in Qatar. In this region of the Middle East, an automotive event has already existed since 2011, the Qatar Motor Show. But from 2023, a new event, close to that of the Geneva Motor Show, will be launched in parallel. the Qatar Geneva International Motor Show will take place in October or November 2023 for the first edition, and will be repeated every two years in the capital, Doha.
The signing of the partnership took place in April 2021, and the announcement was made official at the end of August. If the Qatari salon will be inspired in part by what is done in Geneva, “ it will not be a copy, however! », Affirms Sandro Mesquita. ” This show will be dedicated to the local market, so we are more on supercar or hypercar than on generalist brands. », He develops. No question of entering into direct competition with Geneva or the Paris and Munich shows, which will take place at the same time alternately. ” Each show has its specificities, and the one in Qatar can, for example rely on external infrastructures such as the Lusail Moto GP circuit or the desert tracks for exclusive tests », Adds the director of GIMS.
Live broadcasting and new animations
The Geneva Motor Show 2022 will include an e-gaming area for video game enthusiasts.
From the 2020 edition, the GIMS organization wanted to modernize the show with aspects that we find more and more in other events of the kind: new technologies, conferences on the autonomous car … The two editions 2020 and 2021 having been canceled, it will therefore be the 2022 vintage that will release this new format. But there is no question of changing the DNA of the Swiss show for all that! “ Our show will remain an event dedicated to the automobile », Affirms Sandro Mesquita.
” Since the pandemic, manufacturers have developed their distribution tools to present their new products. It’s interesting for them, but we are still seeing a desire to return to exhibitions in physics. To become a voice for the automotive world, GIMS will therefore offer a hybrid model that combines the two », Explains Mr. Mesquita. The show is thus developing a digital platform for disseminating content such as press conferences or round tables., planned on a filmed main stage. Other novelties such as a TV channel dedicated to the show, an outdoor test track for low-emission vehicles or a networking area for exhibitors (in addition to the VIP areas on the stands) will also be in the game. Sandro Mesquita even mentions an e-gaming area to attract the general public, whether young people or video game enthusiasts, but without giving more details for the moment.
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Builders already at the rendezvous for February 2022
Aware that this is a transitional edition, a ” reboot In his own words, Sandro Mesquita is confident. ” For the moment, 60% of the surfaces are already reserved and 30% are still awaiting confirmation, with a deadline for mid-September », He reveals. Regarding the cost of stands, sometimes a brake for some manufacturers, it has not been revised downwards since the additional activities planned represent ” significant added value »And an international reach thanks to the live broadcasts according to the director. On the other hand, it is possible that the dimensions of the stands of certain manufacturers are reduced due to budget cuts linked to Covid.
For its big comeback, the Swiss show is brought forward by a few weeks due to the busy schedule of Palexpo, which then hosts a major international watchmaking show requiring more preparation. Thereby, this time the place will host the GIMS from February 19 to 27, 2022 for the public, while press days will be held on February 17 and 18.
