What does this mean for the long-running Swiss show?
In a surprising and historic announcement, organizers of the Geneva Motor Show and Qatar Tourism have revealed a new partnership to create the Qatar Geneva International Motor Show in Doha. The Swiss show has been around since 1905 but for the past two years was canceled because of the coronavirus pandemic.
An array of legendary vehicles have debuted in Geneva, such as the Jaguar E-Type, Ferrari LaFerrari, and the Lamborghini Aventador SVJ Roadster. The world's current situation forced organizers to rethink everything. It also encouraged creativity and out-of-the-box solutions. Expanding the platform and the show's excellent brand reputation is one way.
The first Qatar Geneva Motor Show isn't scheduled to take place until either the fall of 2022 or 2023, with final dates to be announced in the coming weeks. This won't be an annual show but rather a bi-yearly event. And to be clear: the Qatar show won't take the place of the original. The 2022 Geneva Motor Show in Switzerland remains on schedule to happen from February 19 to 27, 2022. More concrete details about the format of the new bi-annual show in the Middle East will happen then.
Tourism officials in Doha are understandably thrilled, with one saying it's the perfect opportunity to continue expanding the city and country as a "world-leading destination."
Geneva show officials are equally excited. This new cooperation pushes the Geneva brand and brings fresh ideas to the table. It's highly possible elements from the Doha show will make their back to the main Geneva event at some point. In general, auto show organizers have had to rethink nearly every aspect of their operations over the past year and a half.
The traditional format, already in trouble pre-pandemic, simply no longer works. Next month's first-ever Munich show, for example, is rebranding itself as a mobility event rather than a regular motor show. Numerous technologies, ranging from EVs to electric scooters, will be on display. We'll know more in the coming months if Geneva and its upcoming sister show will take a similar approach.