The Paris Motor Show promises to be full of new electric products, but the absence of the Japanese and the unexpected strategic choices of other manufacturers raise many questions. This is the subject of the October 10 Watt Else newsletter editorial.
A few days before the opening of the Paris Motor Show on October 14, everyone is hoping for a strong return to this great automobile festival. Despite a gloomy economic context, exhibitors are redoubling their efforts to hide any doubts. The success of this meeting takes precedence over existential questions. There will be many new things, it’s even a marathon of a few days that is coming for me, to the point of having to refuse appointments to preserve free moments.
The pessimism of the previous edition, which many exhibitors had deserted, was put in the closet. Let’s hope that visitors share the same enthusiasm for this year’s event.
The comeback of certain manufacturers
Ford had not been seen at the Paris Motor Show since 2014, when employees of the brand invaded the stand to demonstrate their discontent. It’s also been years since we last saw the Cadillac crest. Finally, the return of Tesla is also a positive signal for the electric car, after several years of absence.
The Cybertruck is the attraction of the Tesla stand at Vivatech // Source: Raphaelle Baut
But they are not the only ones to have given the Parisian show another chance: most German brands are also making a comeback. BMW and Mini will be present facing the Stellantis stands. In the same hall, we will also find Volkswagen, Audi and Skoda. Mercedes has decided to continue to shy away from the event. Porsche is also snubbing this opportunity to exhibit its new electric Macan.
But where are the Japanese?
Don’t look for Japanese manufacturers at the Paris Motor Show, there aren’t any. They all had a pool that week: Toyota, Mazda, Honda, Nissan, Suzuki, Mitsubishi, Subaru… Toyota/Lexus justifies this by saying that its teams have already been monopolized by its partnership with the Paris Olympic Games this summer. For others, the discussion often revolves around the lack of new products, or models that have already been presented at the Tokyo show, although an event that has little impact in Europe.
After all, it is a legitimate choice, participating in a trade show is expensive. However, the simultaneous absence of all Japanese manufacturers contributes to making these brands invisible. It’s not as if they are losing ground to new Asian competition, which is not neglecting electric cars.
Strange decisions
After years of scouring car shows, without having a single model approved in Europe, Vinfast is curiously absent from the event this year. It’s strange timing, as the brand has finally started the first deliveries of its VF8 this summer. While Vinfast refuses to have its car tested by the press, it is difficult to know how the brand will seek to gain notoriety. The strategy of this Vietnamese manufacturer remains decidedly impenetrable.
Vinfast during the 2022 World Cup // Source: Raphaëlle Baut for Numerama
New Chinese brands are making their first appearance at the Paris Motor Show (Xpeng, Hongqi, GAC, Aito, Skyworth), even if several Chinese groups are also missing out. Neither SAIC (MG), nor Geely (Volvo, Polestar, Zeekr, Lotus) chose to take advantage of the opportunity to present their ranges or new products. It’s a double-edged choice in the current context.
Stellantis has apparently chosen to draw straws to choose the brands present this year. An automobile group that owns 15 brands could increase the price if all exhibit at the show. Stellantis has therefore decided to focus on its French brands: Peugeot and Citroën to get people talking about the group. There will also be Alfa Romeo, but not Lancia, although it is in the midst of a renaissance. Finally, Leapmotor will debut under the Stellantis brand. It remains to be seen whether Stellantis’ strategy, with 4 stands, will be as profitable as that of the Renault group which has decided to leave its mark on this new edition of the 2024 Paris Motor Show. We will have the answer in a few days, a moment which I look forward to.
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