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pandemic levels. The real challenge is the battle for market share, especially with an increasing number of brands entering an already crowded space. Our role is to help brands cut through with smarter, more sophisticated engagement strategies. It is a genuinely exciting time.”
The automotive industry is changing fast with electric vehicles, new rules, and global challenges. Events and conferences need to keep up by focusing on what really matters to people and planning flexibly. By being more sustainable and creative, organisers and brands can make stronger connections with their audiences. While there are challenges like tariffs and market changes, these also bring opportunities to try new ideas and grow.
Let us remind ourselves of the power an influence of automotive conventions; the list of sectoral events includes some key names: 1. International Motor Show Germany( IAA): Formerly held solely in Frankfurt, the IAA is now split into IAA Mobility( passenger vehicles, motorcycles, and bikes) and IAA Transportation( commercial vehicles). IAA Mobility is now held in Munich and is organised by the Verband der Automobilindustrie( VDA).
2. Tokyo Motor Show: This biennial event in Tokyo is known for its futuristic and tech-focused exhibits, particularly its high concentration of concept vehicles.
3. North American International Auto Show( NAIAS)( Detroit Auto Show): A major event for the American auto industry, showcasing major manufacturers and their latest models.
4. SEMA Show( Las Vegas): This huge trade show focuses on the automotive aftermarket, attracting industry professionals, manufacturers, and enthusiasts.
5. Paris Motor Show: A key event in the automotive calendar, known for exciting car debuts.
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6. Automechanika Shanghai: The 2025 edition is set to be the biggest yet with 15 halls of the National Exhibition and Convention Center( NECC) to be filled for the first time. The total space equates to 383,000sqm for a record 7,000 exhibitors. Ms Fiona Chiew, general manager of the event organiser Messe Frankfurt( HK) Ltd, said:“ For 20 years, Automechanika Shanghai has continued to create channels for collaboration and communication... Looking ahead, we will move with industry trends by updating our highlights and the variety of activities at the show.” And, with total vehicles sales and new energy vehicle sales within China expected to reach 31m and 11.5m units in 2024 respectively, innovative approaches are as crucial as ever.
One major event that used to be part of the global premier league
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Top: Photo courtesy of Benjamin Chin Photography / Messe Frankfurt( HK) Ltd
Bottom: Courtesy of Messe Frankfurt( HK) Ltd
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of automotive events, the Geneva International Motor Show, is no longer running as a physical event. The GIMS, first staged in 1905, was discontinued in May 2024 due to a combination of factors, including the pandemic ' s impact, changing market conditions, and a lack of manufacturer interest.
“ The Automotive Industry is one of those that changes, probably daily. The sheer pace of development in all aspects of the business is extraordinary,” says Penny Noble, of Noble Events.“ When I launched my first car in 1990, if someone had told me we would launch our first electric model 30 years later, I’ d have thought they were mad! Yet, it is the fastest developing concept this industry has known. Electrification, coupled with sustainability and mobility services feature heavily in our event world today, with differing levels of challenge and complexity.
“ The growth of the Chinese market globally, but specifically in the UK and Europe, and, more recently in the Middle East, is astonishing. We are fortunate enough to be working with some of these Chinese brands, and this we hope will continue to shape our business in the future, through both of our offices in the UK and the Middle East.
“ All events carry a level of challenge; the automotive industry is no different. Whereas 10 years ago those challenges would have been access to power, water and the nearest fuel station, coupled with excellent driving routes, it is now all about charging infrastructure, range and sustainable, accessible venues – rightly so.
“ The changing world is something we embrace; the challenge is ensuring we stay on top of the development and are equipped to handle whatever our clients require to deliver best-in-class events for their own customers.” n
n( Additional reporting from Max Steventon).
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