For over a century, motor shows have been among the most important events in the world, with manufacturers competing to showcase what are effectively symbols of economic and technological growth. However, things have recently started to change.

Just last year, the three major German car manufacturers chose not to participate in the Detroit Motor Show; meanwhile, the Geneva Motor Show in 2019 saw a decline in visitor numbers for the third year in a row. It seems that the new generations are increasingly accustomed to quality experiences, experiences where there is no longer a need to push through the crowd to reach the front row to admire the new supercar model.

This is not a new trend: car manufacturers have been working on new ways to launch their new products on the market for some time now. From events streamed globally to AI-driven interactions, there has certainly been no shortage of innovation. But today we can certainly say that the pandemic has accelerated this process.

Similar to smart working, where companies suddenly had to “learn” how to manage their employees remotely while people on the other side were familiarizing themselves with new ways of discovering and interacting with the world, the automotive industry has also stepped up to the plate to adapt to this sudden change.

Fueled by a growing receptivity towards digital devices, as well as health and safety concerns around large events, new frameworks for automotive launches have begun to be considered, giving rise to new standards.

In recent months, we have seen several approaches:

–        The new Fiat 500 Electric, was presented online in March at the very beginning of the pandemic, followed by local, safe, and closed-door experiences hosted by dealers.

–        The new Audi A3, which had its world premiere on YouTube, and was then presented in digital events directly managed by local dealers.

–        Most recently, Maserati, with a magnificent full digital launch on a proprietary web platform.

But the transformation doesn’t end there. As manufacturers have found new ways to launch their products, they have also begun to develop and nurture their digital ecosystems to improve the customer experience. Knowing that connectivity will be increasingly crucial to the purchasing process, pioneers such as Tesla and Land Rover have implemented the possibility of purchasing cars online; with a rather positive response.

And as consumer habits have continued to evolve – according to Google today, “19% of car buyers would buy a car faster if there was an online purchase option” (Google Global Auto Pulse, May 2020) – other brands have also adapted and followed Tesla and Land Rover’s example, allowing consumers to purchase their models online and have them delivered to their homes.

The pandemic has certainly disrupted many sectors. The automotive industry, which was already adapting with difficulty to changes in consumer behavior and environmental pressures (electric mobility, shared mobility, carbon footprint), is still uncertain about how to reach its “new normal”.

Will automotive events become primarily virtual, or will we return to physical ones because we miss them? Will the hybrid system (digital plus physical) become the norm in the immediate future? Will we be able to find a digital intersection between the online event and the purchasing process?

Whatever happens, what is non-negotiable is the quality of the experience offered. Although digital offers the possibility of reaching larger and geographically distant audiences, passively watching a streaming event is not and should not be a replacement for the physical experience.

Car launches must continue to be designed by brands based on their audience, not just the model.