BMW, MercedesBenz, Audi, and Volkswagen have chosen not to participate in the 2024 Geneva Motor Show, which marks its return after a four year hiatus. This stance emerged from industry discussions reported by Automotive News Europe and reflects a shift in how these brands engage with audiences and markets today.
One representative summed up the position: the brands will not be present in 2024, but this should not be interpreted as a blanket rejection of Geneva. The MercedesBenz communications team noted that after a thorough review, the company opted out of the Geneva Motor Show for 2024. The decision aligns with a broader change in how the brand approaches major auto shows and direct consumer engagement.
BMW explained that the decision to skip Geneva followed an internal assessment of its marketing strategy. The Bavarian automaker is placing greater emphasis on digital channels and real time content, with a renewed focus on social media initiatives. The company has been updating its event formats, phasing out some presentations previously used at locations such as Geneva, Paris, and Detroit in favor of newer, more adaptable formats.
A spokesperson for Volkswagen Group confirmed that the passenger car division will not attend Geneva. While brands under the VW umbrella such as Skoda, Cupra, and Porsche have not issued final positions, those close to the matter suggest a high likelihood they will also refrain from participating in the Swiss show.
The overall trend shows a selective approach to traditional auto shows among these brands, guided by market strategy, audience reach, and the evolving media environment. The Geneva showcase remains a respected event for many manufacturers, yet several are choosing to allocate resources elsewhere to better connect with customers and stakeholders.
In parallel industry chatter, Stellantis has been noted for taking a contrasting route by unveiling multiple new models at another major event, illustrating the diverse strategies in the broader automotive sector. This dynamic underscores how brands are balancing legacy exhibition formats with modern digital storytelling to reach North American audiences in Canada and the United States.
As the industry adapts, analysts point out that the absence of these German groups from Geneva may reflect a long term shift toward more interactive, on demand experiences. The push toward virtual experiences, live streaming, and hybrid displays is part of a broader move to meet changing consumer expectations while maintaining high visibility across key markets in North America and beyond.
Overall, the scene at Geneva this year highlights a spectrum of strategic choices. Some brands continue to see value in traditional exhibitions, while others invest in flexible formats and targeted outreach that can be scaled across global markets. The emphasis remains on clear messaging, strong brand narratives, and direct engagement with audiences wherever they are most active.