In Europe and North America, traditional car manufacturers are no longer finding value in participating in traditional auto shows. As a result, the organizers of these events have been attempting to revamp them or let them fade away. There are now only a few auto shows remaining in North America and Europe, with much of the excitement in the automotive industry shifting to China and their local motor shows. However, for the few remaining events, Chinese car manufacturers may provide an opportunity for them to survive in the coming years.
This fact became very clear earlier this year when the organizers of the Detroit Auto Show announced that they would be skipping the 2024 edition and instead planning for an early 2025 timeline. The Detroit Auto Dealers Association made efforts to reinvent the show after a three-year hiatus caused by the pandemic. The show was successful in 2022, but it struggled last year, leading the organizers to reconsider returning to the old format.
Similarly, the Geneva Motor Show in Europe faced a similar fate after attempting a strange reshuffling by hosting the 2023 edition in Qatar. The organizers are now aiming to have a Middle East exhibition every two years, potentially alternating with the traditional event in Geneva. Judging by the lackluster participation at this year’s Geneva Motor Show, it is possible that this may be the last year we see a car exhibition at Palexpo.
At the end of February, only eight car manufacturers attended the Geneva Motor Show, with the most significant presence being from China’s BYD. Another Chinese-owned carmaker, MG Motors, also had a presence at the show. Renault and Dacia were the only major European car manufacturers with a booth at Palexpo, while Lucid Motors was also attempting to attract European buyers. The presence of Chinese car manufacturers may save the show this year and provide hope for its future.
BYD will be showcasing an impressive lineup at the Geneva Motor Show, with most of their cars being electric. Many of these cars will be making their European debut, marking the expansion of BYD in Europe as they aim to surpass Tesla as the largest electric vehicle maker in the world. However, the highlight of their presence this year is a plug-in hybrid SUV called the BYD Seal U DM-i. This SUV, based on the Seal sedan, features BYD’s Super DM (Dual Mode) Technology, which is their commercial name for a plug-in hybrid powertrain. The Seal U DM-i is targeted towards European countries that do not yet have a well-developed charging infrastructure.
BYD is also showcasing the completely redesigned Tang, a seven-seater, fully-electric SUV. This vehicle has recently been awarded the maximum 5-star rating by Euro NCAP, highlighting BYD’s commitment to safety. However, the biggest surprise that the Chinese car manufacturer has in store for Geneva is the European debut of two sub-brands, Yangwang and Denza. While Yangwang is an ultra-luxury brand, Denza is a premium brand that BYD developed in collaboration with Mercedes-Benz.
Denza’s growth in Europe was expected, but YangWang was primarily focused on the Chinese market. The name of the brand wasn’t ideal for European consumers, or at least that was my initial belief. However, it seems that the Chinese automaker is sufficiently confident in its capabilities to introduce Yangwang in Europe regardless of its name. The Yangwang U8, the brand’s first offering in Europe, has already garnered attention for its unique ability to float and execute tank-turns, thanks to its four separate electric motors. Additionally, the YangWang U8 is equipped with BYD’s DiSus Intelligent Body Control System, which includes an active anti-roll mechanism.
According to the Source autoevolution.com