Why Turin auto show reboot provides hope

Luca Ciferri is editor of Automotive News Europe.

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Many European towns have dropped their car displays lately. The large exhibits once held in locations like Torino, London and Madrid are now a part of history.
Others like the Amsterdam, Barcelona, Bologna and Brussels displays have down-sized because they can't compete with Europe's Large Three - Frankfurt, Paris and Geneva.
Car companies have concentrated their cash and promotion on these three Grade 1 exhibits as the expenses of participating in displays has sky-rocketed in recent years while the European auto-industry experienced its worst decline since the Second World War.
In spite of the sector's woes, there was a promising innovation in June in a town where business executives and designers from all over the planet once assembled every other year to find introductions from design houses like Bertone, Ghia, I.De.A. Institute, Italdesign-Giugiaro, Michelotti, Pininfarina and Vignale.
Torino's Parco Valentino autoshow, which ran June 11-14, pulled 25 auto makers, 10 style properties and nearly 350,000 visitors. The occasion planned to recreate the charming setting appreciated by automotive lovers every summer in the yearly Goodwood Festival of Pace held on the property of the 17th century Goodwood Residence in southern England.
The exhibit's cost effective structure emphasized a potential solution to offer Grade 2 auto shows a fresh lease of existence. Participating car companies paid 8,000 euros to show a single automobile.
The contribution price increased to 32,000 euros for four automobiles, the optimum coordinators let each business name. Execs said that their prices for engaging were only 5% of the expense required to demonstrate in an important show.
The Parco Valentino occasion reunited 2 of Torino's previous automotive glories. Primarily, manufacturing vehicles and theory models were shown over the avenues of the Valentino park, restoring memories of the Turin international auto-show held in the near-by Valentino exposition facility from 1900 to 1982.
Second, the Valentino Gran Prix, a race staged from 1935 to 1954, was restored using a 15km-long parade of historical racecars that finished in the Palace of Venaria.
Andrea Levy, an entrepreneur and enthusiastic auto enthusiast, developed a nonprofit organization to stage the present. "Seeing households loving new automobiles was my greatest fulfillment," he said.
Levy believes the Parco Valentino present "reconnected" new autos with individuals, however he's no ideas to examine this method elsewhere. "My job will be to create the 2016 occasion a better one," he stated. "I 'm fully concentrated on Turin correct now."
The occasion won positive-feedback from leading automakers. BMW Italy CEO Sergio Solero mentioned the display introduced the neighborhood people nearer to today's cars.
He commended the layout, in which similar-dimensions stands were arranged alongside as opposed to to leading auto displays where the large automakers invest millions to get their exhibition areas stick out from their neighbour's. "We particularly enjoyed the thought of putting the vehicle back at centre of stuff. The protagonists were the cars themselves and perhaps not the way the stand was set up," he said. Toyota Italy CEO Andrea Carlucci enjoyed the occasion, but wasn't and only the comparable-dimensions stands. "Having the exact same format for many brands allows tremendous economies, but it leaves little space to advertise your own business name," he stated. Kia Italy CEO Nuccio Bitti said he enjoyed almost everything concerning the show, except that it had not been possible to count and profile guests.
Toyota's Carlucci and Kia's Bitti mentioned the Parco Valentino format will be an easy task to export Europewide if appropriate sites may be located.
BMW's Solero want to see the event held over an extended span than four times. He also would like the display to be related to other actions in town of Torino to widen its charm.
Audi's Italy leader, Fabrizio Longo, stated the display should develop into a national occasion.
We are going to find in the the next couple of years if the show's coordinators have found a successful formula.

AUTOMOTIVE NEWS EUROPE EMAGAZINE
This narrative is from the present issue of the Automotive News Europe monthly e magazine, which can also be available to read on our iPhone and iPad programs. You may download the newest problem along with previous issues by click on this link.

It's possible for you to reach Luca Ciferri at [email protected].

Labels:
Auto Shows
Layout
Automakers
Italy

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13.08.2015
ID:2663

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