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2020 Geneva Motor Show*
*CANCELED DUE TO COVID-19
Just days before it was to open to the media, with construction nearly finished and executives and media en route (including one MT editor already on a plane), the 90th Geneva International Motor Show was canceled. It was just the third time in the show’s history, the other two being World Wars.
The last-minute decision was made following a mandate from the Swiss government forbidding public events of more than 1,000 people, spurred by the recent discovery of COVID-19 cases within Switzerland and a concentrated outbreak in nearby northern Italy. Unable to present their latest models and concepts in person, automakers scrambled to organize digital debuts on less than a week’s notice. Several turned to livestreams. Others simply sent out press releases and images. But regardless of how, the show went on … line.
The original order from the Swiss government was set to expire on March 15, which would have been the last day of the show, though as you know, that didn’t happen. Indeed, the Geneva show became the canary in the automotive industry’s coal mine. At the same time some brands were revealing their cars online, others were canceling new vehicle press events. In the three weeks following Geneva’s cancellation, the pandemic spread rapidly to more countries, forcing every major automaker to close manufacturing plants in deeply affected countries, including China, Italy, Japan, Germany, South Korea, and the U.S.
April’s New York International Auto Show was also postponed, now to be held in August. All automotive press events scheduled well into May were postponed or canceled, including the long-awaited reveal of the new Ford Bronco. Along with every other major sporting league, NASCAR, IndyCar, and Formula 1 canceled or postponed major events, such as the 12 Hours of Sebring and the Monaco Grand Prix. Later events, including the 24 Hours of Le Mans and the Pikes Peak International Hill Climb, both scheduled in June, were also postponed. Even the release dates for car-heavy movies like the ninth Fast and Furious movie, Fast 9, and the latest James Bond movie, No Time to Die, were pushed back up to a year to protect box office numbers.
As this issue went to press staff working from home.
