Is 118 year old, Paris Motor Show losing its traction

This year’s world’s oldest international motor show, first held in 1898, has ended during which period there were series of ground breaking electric concept cars from Volkswagen and Opel, but the shine appears to be wearing off what was once a must event for the industry.

For instance, celebrated nameplates like Ford, Mazda, Volvo, Aston Martin, Bentley, Lamborghini and Alpine stayed away from the October 1-16 Paris show, which alternates with Frankfurt as the industry’s top annual showcase in Europe.

Many automakers now opt for social media to push their brands rather than taking an expensive stand at major shows, even though Paris attracted 1.25 million visitors the previous time it was held in 2014.

Industry followers had predicted that Volkswagen, still trying to recover from the huge scandal of cheating on emissions tests for millions of diesel cars would not be at the mundial, but they disappointed market watchers by making a surprising appearance during exhibition.

VW unveiled a concept car it says is “as revolutionary as the Beetle was seven decades ago”, capable of covering 480km without recharging. Using VW’s new modular electrification unit (MEB), it could be launched in 2019. Opel countered Ampera-e, which has a range of 400km and is closer to going into production.

But Ford’s absence is a blow to organisers; the US giant says it was put off by the “static” nature of the show. Instead it is offering members of local motoring associations a chance to test-drive new models, a tactic that has been successful in the United States.

Luxury brands such as Lamborghini and the VW-owned Bentley say they prefer to target wealthy potential customers in a more direct manner rather than by paying for a stand in Paris.

The show comes with the European motor industry in healthier shape after suffering badly during the 2008-13 down-turns. New car registrations are up 8.1 percent in the European Union since the start of 2016.

But even with that upturn, which should see sales return this year to 2007 levels, cannot mask the fact that the prolonged crisis caused the French car market to shrink by 40 percent with the loss of tens of thousands of jobs.

For the chief organiser Jean-Claude Girot, he said: “I would have preferred that we had the entire galaxy of the car world. I just hope that the orders and the benefits for the brands that are showing will make those who are not here regret it.” He concluded.

MIKE OCHONMA