Technology
Car-winian theory
Automotive tradefairs are increasingly crossing
over with tech shows such as CES – and those which
don’t adapt will be left behind. Stuart Wood reports
ES in Las Vegas (see page
18-19) has historically
been a proving ground
for the technology that
has transformed our day to day lives.
Innovations like smartphones and
HD TV have made their debuts on the
floor in Las Vegas, and the show has
been something of a barometer for
upcoming tech. This year, the most
notable announcements came from
the automotive industry, which is
increasingly crossing over with the
tech world.
Toyota unveiled plans to build an
entire smart city in collaboration
with renowned architect studio
Bjarke Ingels Group, which would
weave roads for autonomous
vehicles with fully pedestrianised
streets. Sony surprised attendees by
unveiling an electric concept car,
filled with a wraparound dashboard
that displays video and more. And
Segway unveiled a prototype electric
wheelchair, which crashed into a wall
during a demonstration.
But is the increasing presence
of such companies at tech shows
impacting the business of dedicated
automotive trade shows? EW spoke to
w w w.exhibitionworld.co.uk
Below: The 2019
British Motor Show
Andy Entwhistle, Chief Executive of
the British Motor Show, to find out.
“There has been a significant
change in how manufacturers
perceive themselves in recent years,”
he says. “Automotive companies
like to think of themselves as tech
companies that make cars. Old school
automotive events that focus on glitzy
stands which statically showcase the
vehicles are struggling, and exhibitors
want more.”
Entwhistle says that the Detroit
Motor Show, which used to be the
premier motor show in the USA, is
facing increasing competition from
tech shows like CES. Manufacturers
want to showcase their technological
advancements, not just rely on their
design.
He adds: “Motor shows must
adapt if they are to survive. In line
with this, the British Motor Show
is being relaunched in 2020 with
a new dynamic format. We have
announced a technology hall, which
“Old school automotive
events that focus on
glitzy stands which
statically showcase the
vehicles are struggling,
and exhibitors want
more”.
will help educate and inform visitors
on the latest tech, plus a dynamic
test drive experience where visitors
can actually drive the latest EV’s and
hybrids.
“When combined with other
aspects such as the live arena,
showcasing classic cars and providing
outdoor experiences, we believe that
this experiential approach is where
the future of the motor show lies.”
The automotive tradefair is far
from going extinct - but it will need
to get into fifth gear to keep up with
the pace of change in our fast-moving
exhibitions industry.
Issue 1 2020 47