The world of motor shows has been rumbling for a few years now. The renowned Frankfurt salon already decided before Covid to close the event in its current form. The equally authoritative Geneva is looking for a formula to survive. More and more brands are canceling, because costs must outweigh benefits. And more and more brands are focusing on ‘online marketing’. Only the Brussels salon was spared the existential question all that time. Because the Belgian celebration of the car is an outsider: the only one in the world not to have a ‘show’ but a ‘sales salon’. Where the brands farm well.
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