Brussels Motor Show 2021: linear and standardized
Less than a hundred days away from the Brussels Motor Show, the importers federation Febiac, organizer of the event, hasn’t announced yet its final decision about it taking place in January 2021 or not. That is scheduled for next Monday.
In the meantime, the situation regarding COVID remains unclear. That’s why a simple, standardized motor show with around 100 000 visitors is now put forward.
Will the 2021 Brussels Motor Show take place? Hopes are high, but no one can be certain. With the COVID crisis still going one, dark clouds are hovering above the event’s organization. How will the visit be organized in the best and safest way? Will people be able to sit in the exposed cars and roam freely? Febiac has different scenarios.
“Next Monday, we will decide based on the participation rate and the COVID situation. It’s clear that the latest developments do not suit us at all”, declares Joost Kaesemans, Communication Director at Febiac.
According to sources, the planned scenario aims for the safest visit possible. It is said that the organization will create a specific path for visitors to take throughout the Heysel exhibition halls, with vehicles exposed along the way.
Demonstration stands would be standardized, but brands could still benefit from the freedom of creating their own space behind. This would create visibility for all participating brands (also the small ones), as visitors will be obliged to follow a pre-planned route.
By standardizing the stands, this also drastically reduces costs for the whole organization. Furthermore, it is said that Febiac would chip in to attract exhibitors. Each brand will receive free space for its cars following the stand’s square meters from the previous editions and its membership fees.
For an event that attracts more than 500 000 visitors every year, the 2021 edition of the Brussels Motor Show will have to limit the number of tickets for health and safety reasons. The version suggested to exhibitors talks about some 100 000 visitors.
Some sector professionals fear that the new standardized and linear scenario for this Motor Show reduces the number of leads. These all-important leads allow brands to contact potential customers in their dealership and transform their interest into a sale.
“What is really important is that in people’s minds, January is still the month when they decide to change cars”, one exhibitor exclaims, wording a certain general feeling. It will be a disaster for the whole Belgian car business if the customer forgets its ‘car habits’.