Stellantis, the global automotive automaker formed through a merger between Fiat Chrysler Automobiles (FCA) and PSA Group, has announced its decision to forgo participation in the highly anticipated 2024 Geneva Motor Show. The event, scheduled to take place from February 26th to March 3rd, 2024, has historically been a focal point for automotive innovation and reveals in Europe.
2019 Alfa Romeo Stelvio Quadrifoglio and Giuila Quadrifoglio Alfa Romeo Racing Editions at the 2019 Geneva International Motor Show. (Alfa Romeo).
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This decision marks a significant shift for Stellantis, known for its robust presence and showcases of brands like Alfa Romeo, Citroën, Fiat, Jeep®, Lancia, Maserati, Opel, and Peugeot. However, the conglomerate joins a growing list of automakers, including Audi, BMW, Hyundai, and Mercedes-Benz, opting out of the prestigious event.
The move underscores the evolving landscape of auto shows globally, where the prominence and allure of traditional showcases are waning in the face of digital transformation and the ascent of social media platforms.
Jeep® Display at the Geneva International Motor Show. (Jeep).
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Stellantis, which occupies a significant position as the fourth largest automaker worldwide, attributes its absence to the changing dynamics of the industry. With an increasing reliance on social media and digital platforms, automakers are now preferring to unveil their latest vehicles through independent events, allowing for undivided attention and tailored presentations.
This decision follows Stellantis’s recent choices to skip other major industry events, such as the 2024 Consumer Electronics Show (CES) in Las Vegas and the Specialty Equipment Market Association (SEMA) show in 2023. The company’s absence at these showcases, coupled with its decision not to participate in the LA Auto Show, underscores a strategic shift in their approach to unveiling and marketing new models.
Jeep Compass and Renegade PHEV at the Geneva International Motor Show. (Jeep Europe).
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The trend of automakers bypassing traditional shows in favor of digital unveilings has been gaining momentum. Manufacturers are leveraging social media and online platforms to launch vehicles at their own pace and on their terms, ensuring undivided attention and engagement from their target audiences.
Stellantis’s decision not to participate in the 2024 Geneva Motor Show reflects a broader industry-wide trend. The company, along with other major players, is redefining its approach to product launches and brand presentations in an era where digital platforms offer unparalleled reach and engagement.