The Busan Mobility Show, a prominent regional auto exhibition in South Korea, is facing significant challenges as its scale diminishes and the automotive industry's focus shifts towards software and technology.
According to industry sources, many major automakers will not participate in the upcoming 2026 Busan Mobility Show, which opens on June 27. Renault Korea, based in Busan, along with Mercedes-Benz and KG Mobility (KGM), have decided not to set up booths at the event.
Participation has plummeted from 25 brands in 2016 to just 8 this year, a reduction to one-third of its previous size over the past decade. This decline raises concerns about the show's viability. Traditional auto shows are increasingly being avoided by manufacturers, who prefer to hold their own events aligned with new vehicle launches or engage in online and experiential marketing.
The perspective of automakers towards auto shows has changed significantly since the COVID-19 pandemic. It has been demonstrated that online promotions and independent test drive events can provide sufficient marketing impact. The number of participating brands dropped sharply from 19 in 2018 to just 6 in 2022, the first show held after the pandemic.
The automotive industry's shift from hardware to software and artificial intelligence is also exacerbating the crisis facing traditional auto shows. In the past, auto shows were key platforms for showcasing new vehicle designs, performance, and manufacturing technologies. Now, as competition increasingly centers around connected cars and vehicle operating systems, merely displaying vehicles is no longer sufficient to convey innovation. This has weakened the incentive for manufacturers to invest heavily in auto show participation.
Global auto shows are experiencing similar trends. The Geneva International Motor Show, which has a history of over 100 years, will cease operations after its 2024 event. The IAA, formerly known as the Frankfurt Motor Show, relocated to Munich in 2021 and rebranded to encompass broader mobility themes. The Paris Motor Show has also lost its former prominence.
Some industry observers believe that the success of this year's event will be a critical turning point for the future of the Busan Mobility Show. With fewer automakers participating, the show must attract visitors through engaging content, exhibitions on future mobility, and differentiated strategies linked to local industries. Failing to do so could further undermine the justification for holding the event.
An official from an automaker stated, "The timing of auto shows no longer aligns with new vehicle release schedules, diminishing their significance. There is a strong perception that online or independent events are more effective. Meanwhile, interest in the Beijing Motor Show is rising as Chinese electric vehicle brands gain prominence."
* This article has been translated by AI.
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