There will be no Auto Show in Brussels in 2021.
There will be no Auto Show in Brussels in 2021. After a new analysis of the health risks and in consultation with the exhibitors, the organization has decided to cancel the 2021 edition of the Auto Show in Brussels. The Febiac is already focusing all of its attention on the year 2022.
The 2021 Brussels Auto Show will not take place
The organization of the Brussels Auto Show had been hanging by a thread for months. Almost all international trade shows have been canceled or postponed. The organization of the Geneva Motor Show, which takes place every year in March, has decided, from June, not to launch the 2021 edition. At the beginning of the year, the meeting Geneva was canceled at the last minute due to the appearance of the coronavirus. The organization had to sell the concept in order not to go bankrupt. The Paris Motor Show in September was also canceled. In the United States, major trade shows such as Detroit (the first under a new formula) or Los Angeles have both been postponed.
The Febiac, the Belgian organizer, made a final offer to exhibitors last week. They offered a small living room with a minimum of decorations. The participating car brands could have exhibited a certain number of cars free of charge depending on the size of their booth in previous editions. Although this formula limited the risk for participants, it was nonetheless greeted with lukewarmness by many brands. Some players in the premium segment, for example, feared above all that the experience of a show with standardized and austere stands would not be in line with their brand image.
The recent trend in the number of COVID-19 infections and the continuing threat of a ban on major events finally got the better of the organization.
What will be the impact on car sales in 2021?
The next edition of the Brussels Motor Show should take place in January 2022. To this end, the organization wants to keep all car brands on board. It goes against the international context in this regard. Even before the outbreak of the corona virus crisis, more and more brands were effectively ignoring auto shows. The Belgian salon is at the origin of this trend, in large part because it is known as a “shopping salon” and not as a “visitor’s salon”. New car distributors in our country generate a disproportionate share of their annual turnover around and during the Auto Show period. The sector will therefore be very attentive to the evolution of sales figures next year. These will undoubtedly be on the table next year when participation in the 2022 edition is negotiated.