Geneva Motor Show shifts gears: Iconic event moves to Qatar

A few years ago, the Geneva International Motor Show was the world's most significant event of its kind. Its downfall was swift. It is now official—the famous fair's history has ended, and the "Geneva" event will move to another part of the world.

The first Geneva International Motor Show was held in 1905. Thus, its history is almost as long as that of automobiles. For the following decades of the 20th century, it was the site of the most essential premieres for European manufacturers. Though the event changed over time, even in the 21st century, it remained the largest and most important in the world, surpassing Paris, Frankfurt, Detroit, Tokyo, and Shanghai.

Although most premieres tended to occur a few days before the fair, it still allowed one to look at all the new developments in one place. This was true for drivers, car enthusiasts, and the media. However, by the middle of the second decade of the 21st century, the decreasing importance of the event was noticeable. In the internet age, it made more sense only to those who visited the exhibition halls in Geneva. Readers and viewers of various media outlets lost interest because they had already seen everything a moment earlier.

Nevertheless, it seemed that the decline in popularity (among car enthusiasts and manufacturers) would be slow. And then the COVID-19 pandemic hit. It resulted in the cancellation of several consecutive editions and changed people's mindsets, making them even more accustomed to consuming content and new developments virtually.

The hope for the Geneva car show lay in an agreement with Qatar. The event was supposed to alternate between Switzerland and the Arab country. The 2023 edition was the first to be held in Qatar (interestingly, still under the name of the Geneva International Motor Show), and in 2024, the show was supposed to return to Europe. However, many manufacturers did not return with it. The list of participating brands was concise and primarily comprised more or less well-known Chinese brands in Europe. That was the nail in the coffin.

The organizer of the Geneva show officially announced its end. Although this news probably tore many car enthusiasts' eyes, the decision should be no surprise. Interestingly, this does not mean the final death of the fair, as from now on, "Geneva" is to be organized annually in Qatar. These are times when a wealthy investor can even take over the name of a Swiss city.