The 2022 Paris Motor Show: the beginning of a new era?
After two years of pandemic that slowed down the sector, automotive marketing is coming back stronger than ever in order to regain its leading position in the events market. Equip Auto, the international trade show dedicated to the after-sales sector, has decided to join forces with the Mondial de l'Auto to announce the return of the Mondial 2022 under the name Paris Automotive Week. For the first time, the show will host all the players in the sector in one place from 17 to 23 October at Porte de Versailles. One of the objectives of this collaboration is to reposition the city of Paris as a major player in the innovative automotive market.
According to Philippe Baudin, director of Equip'Auto, car shows must enter a new era given the two years we have just gone through. The question that many people are asking: What can we expect from future motor shows?
The hybrid
After two years of full digital events, organisers are showing a real interest in remote events. Because of its ability to overcome the logistical constraints of time and place, the virtual event has shown its value in bringing together a wider audience and thus spreading its messages more widely. But the full digital of 2020 has also highlighted the importance and strength of the face-to-face event for relationships and human connection.
The organisers will therefore be banking on 50% face-to-face and 50% digital to ensure that as many people as possible will be satisfied. This strategy was already implemented at the last TP Forum with the creation ofan ephemeral TV set broadcast live during the event.
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During the last BPI France trade fair, the latter wanted to rethink the organisation of its event by proposing a new creative concept. The objective was to make visitors dream by proposing an unusual scenography but also to create distinct places between the TV set, the conferences and the catering area. The result: five geodesic domes were installed in the heart of the arena as a key part of the scenography.
Experiential at the heart of customer personalisation
Faced with increasingly demanding consumers, brands must innovate in terms of customer experience. This is why many brands are seeking to accentuate immersion, to create more interaction and above all to arouse more emotion. The choice of location is therefore an undeniable asset if you want to attract, exchange and make a mark.
At car shows, it will be a question of proposing atypical places that will act as a point of sale and storytelling. The idea is not just to attract visitors but to keep them there as long as possible in order to immerse them in your world.
A strategy adopted by the Dassault Systèmes brand to announce the launch of the 3DVarius, the first 3D printed electric violin. A marketing activation based on the experiential and the ephemeral which took place in an immersive dome of 260 m².
The same goes for the Kia brand! At the IAA Mobility 2021 in Munich, the car brand installed its two new electric models in a 150 m2 design container in order to stand out from its competitors. A choice of location based on the experiential and the innovation which did not fail to attract the visitors of the show. Discover the project
Reconciling technology and the environment
Although today the car is the symbol of independence and mobility, it must be borne in mind that it plays a key role in the ecological transition. While some brands still believe in internal combustion engines, other manufacturers have decided to make a 180° turn by offering only electric models in the future. But this will not be enough to calm many detractors!
This is why manufacturers such as Mercedes are keen to embrace eco-innovation to reconcile nature and technology by exploiting as many lightweight materials as possible and rethinking the life cycle of their vehicles. From recycled plastics to renewable raw materials - with more than 100 elements obtained through sustainable practices, the EQC's design philosophy exemplifies the concept of modern, sustainable luxury.
At car shows, the aim is not only to offer more electric models but also to present a more responsible image of the sector. The aim is to prove that the race for technological innovation can serve greener causes and become a major player in the ecological transition.
AUTOMOTIVE MARKETING WHITE PAPER
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