Are motor shows worth it?
Are motor shows the most effective way to reach an audience? Not all of them, according to Hildegard Wortmann, BMW’s senior vice president for product and brand. She wouldn’t name names but is clear that the pace of change in the world needs to be met.
“When you consider the cost versus the return, not all motor shows deliver,” she said. “A lot of our customers are at different events to motor shows, and we need to keep carefully reviewing what we do.”
Executives at the Geneva show
Visitors to the Geneva show might have noticed that there seemed to be more senior executives, and figures from the world of motorsport, around than normal on the second press day – by which point most have usually joined the Lear jet exodus.