Salon Bruxelles 2022. Threatened by the withdrawal of 2 major exhibitors?

The 2022 Brussels show could be compromised.

Stellantis and the D’Ieteren group, which distributes the Volkswagen group in Belgium, could shun the 2022 Brussels show. The absence of these major players from the Belgian market could doom the event.

It was thought that the results of the Munich 2021 show would be an important indicator of the potential for the recovery of major car shows; he probably is but it could be that the strongest signal comes from Brussels. Because the annual Belgian show, much more modest than the aforementioned German IAA or the Mondial de Paris, has so far been doing well thanks to the commercial performances of its exhibitors. However, this event could lose two of its main participants and at the same time its viability.

Old Brussels Fair — The Brussels salon has existed since 1902.

Double whammy for Brussels

One of the main causes of the growing disenchantment of manufacturers for major trade shows is the cost of participation, starting with the rental of stands. Orders registered on the spot do not allow exhibitors to be financially successful, while conversely online communication and individual brand events, which are less expensive, reach their target more directly and more effectively. But the Brussels show has among other particularities to offer exhibitors a real return on investment. Manufacturers there record around 25% of their annual orders for the Belgian market. Unfortunately for the organizers of this high mass in the Plat Pays, the D’Ieteren group, which distributes the Volkswagen group brands in Belgium, has just decided that it will no longer participate in the Brussels Motor Show. And the new Franco-Italian-American giant Stellantis would also think of skipping the next edition, supposed to be held in January 2022.

Volkswagen flags brands — From Skoda to Lamborghini, D’Ieteren distributes the Volkswagen group’s auto brands in Belgium.

Stellantis flag — Bringing together the brands of PSA and FCA, Stellantis represents more than 20% of the Belgian market.

Stellantis, executioner or savior

Together, D’Ieteren and Stellantis represent around 50% of the Belgian market. And other potential exhibitors would make their participation conditional on the presence of two-thirds of the players in the Belgian automotive market. Without these two groups, the Brussels show – already canceled in 2021 due to a pandemic – could be doomed. Stellantis would plan to make his decision shortly and could therefore be the arbiter of the survival of the event.