The best motor shows are the busiest, full to the brim with exciting new metal spanning the breadth of the industry, from compact electric models to ridiculous hypercars that all but 150 people can only dream of.

In Europe, we can nearly always rely on Geneva motor show in March and Frankfurt or Paris shows in September to come up with the goods.

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But, there’s always one overwhelming question that comes to mind again and again – why are manufacturers choosing to share so much exhibition and column space with other manufacturers when they could do their own launch event and get all the attention?

I’m often told by car makers that cars are often launched at motor shows if it fits with when the product is ready. Simple as that. There’s obviously more strategy in some cases: I can’t see Mercedes having chosen to reveal the AMG Project One anywhere but on its home turf of Frankfurt.