Brussels Motor Show 2022 canceled (update)
After consultation of its members, the Belgian car manufacturers and importers federation Febiac has decided to cancel the coming Brussels Motor Show (14 till 23 January 2022) given the rising concerns about the corona pandemic.
“We anticipate on the fact that the alarming sanitary situation and the probable introduction of more restrictive measures won’t allow us to welcome visitors of the BMS in the best circumstances,” declares Andreas Cremer, CEO at Febiac.
New digital platform
Febiac and its members have decided to move the coming show to all dealers all over the country. This move will be supported by the introduction of a new digital platform AskOTO. It’s a platform that will provide answers to all possible questions of car users and motorbike riders.
More details will be procured shortly. With this platform, Febiac wants to build a virtual bridge to the BMS in January 2023, when the motor show in Brussels will celebrate its 100th edition. The 99th edition in 2022 is thus not formally canceled but will not take place in one location in Brussels but the showrooms of all dealers.
The 2022 edition didn’t start well already a while ago. After the decision of Volvo and Mazda to be absent, the whole D’Ieteren Group (except for Cupra) decided not to be present. Just last week, Nissan also chose not to come to Brussels.
Febiac had high hopes for the BMS 2022: the sales figures for 2021 are fairly disastrous, -9% for the first ten months compared to the pandemic year 2020 and a whopping -29,7% compared to 2019.
With the BMS, Febiac hoped to lure the individual buyer into a new car again; in 2021, only 42,3% of the total car market were individual buyers. It is clear that they are still hesitant to choose electrification and prefer to wait and/or buy a second-hand vehicle.
Many importers didn’t have a horrible experience because of the absence of a BMS in 2021. “We are convinced that our clients will find their way to the showroom in January,” says Ellen De Wilde of Toyota & Lexus Belux.
Denis Gorteman, CEO of D’Ieteren Auto, already mentioned earlier that the omission of a motor show didn’t have severe consequences on its sales.
The fact that there was no BMS in January of this year instigated a lot of importers to invest more in digital solutions. So they are prepared now to support their dealers and attract customers to the showrooms, virtual or real.
Other importers, like BMW, for example, organized their own show at their headquarters in Bornem in January of this year. They had already decided that they were going to reiterate this ‘Phygital’ event in the first month of 2022, independent of the fact of the BMS taking place or not.