The 2024 Geneva International Motor Show (GIMS) saw the event return to its home city, albeit not quite as we once knew it. The marketing merit of hiring costly motor show space and its associated logistics under the same roof and time as dozens of your rivals had been questioned by carmakers well before the sharp shock of Covid. Since then, sometimes out of necessity, individual brands have sought to create a media buzz away from traditional motor shows through smaller physical events that can also be livestreamed to the world via digital means.
Add in a group of many carmakers still very unhappy at losing significant sums of money invested in the cancelled 2020 Geneva International Motor Show (the organisers labelled the pandemic an insurance force majeur to avoid paying major compensation and it all went online instead), and it’s unsurprising that the brands attending the 2024 Geneva International Motor Show were mainly new ones.
