Bologna Motor Show 2012 Shrinks as Carmakers Stay Away
The 2012 Bologna Motor Show opened with less than half its previous scale, few premieres and major manufacturers absent, reflecting the deepening European automotive crisis.
The 37th Bologna Motor Show opened to the public in December 2012, but the event bore little resemblance to its former self. With the European car market in a prolonged slump, the show floor was marked by empty spaces, a sharp drop in world premieres and a notable absence of major manufacturers.
Empty stands and missing brands
The show, once a fixture for Italian and international debuts, saw its exhibition space shrink to under half its previous size. Several leading marques, including Audi, BMW, Land Rover, Jaguar and Toyota, chose not to participate. Ferrari, Lamborghini and Maserati were present, but their combined display was confined to a modest 25 square metres. The supercar presence was symbolic rather than substantial.
Only one new model, the Renault Clio Sport Tourer, made its European debut. Even this was not a world first, as the Clio had already been unveiled at the Paris Motor Show two months earlier. Other cars on display, such as the Mercedes A-Class and Opel Adam, had already been seen at Geneva or Paris earlier in the year. Volkswagen’s Beetle Cabriolet, launched in Los Angeles the previous week, was at least new to European audiences.
A show reflecting an industry in crisis
Organisers attempted to put a positive spin on the event, claiming to bring the best of Paris to Bologna. In reality, the show’s content was dominated by models already familiar from other European events. For the first time, used cars were included in the display, underlining the difficulty in attracting new product and exhibitors.
Press attendance matched the subdued atmosphere, with as few as 30 journalists present at midday in the media centre. Even basic facilities were reduced, with paid-only internet access for the press. The event’s diminished scale and lack of major news reflected the wider malaise in the European car market, where falling demand and cost pressures forced manufacturers to cut back on marketing and show appearances.
What happens next for Bologna?
The 2012 show’s struggles raised questions about the future of the Bologna Motor Show itself. With exhibitors and new product launches in sharp decline, the event’s viability was in doubt. These concerns proved well-founded: the 2013 edition was later cancelled after further withdrawals by carmakers, as detailed in Bologna Motor Show 2013 Cancelled After Carmakers Withdraw.
