CMW looks at how the automotive sector is adapting to a new era
From demographic analysis to behavioural analysis
As the global automotive industry heads toward a future shaped by electrification, digitalisation, and shifting trade dynamics, the events that bring its stakeholders together are experiencing change. From major expos to leadership summits, automotive conferences are being challenged to adapt.
So, how are tariffs, regulatory shifts, and the transition to greener transport reshaping attendance, sponsorship, or strategy? And where do the emerging opportunities lie?
Specialist agency Strata has this to say:
“Customer-facing events focus on value, design, lifestyle aspiration and technology, and how these elements support the consumer’s desire to live more sustainably. Many tap into the audience’s active role in the shift towards net zero. For business audiences, differentiated and relevant content is essential, especially in how brands engage stakeholders and demonstrate credibility while chasing opportunity in an increasingly competitive market.”
Conference agendas and approaches are changing.
“The focus on ROI is sharper than ever and increasingly granular as measurement tools evolve,” Banham explains. “The real change lies in the shift from demographic analysis to behavioural insight. Rather than relying on age, job title or income bracket, brands are now using psychographic data and emotional triggers to design experiences that feel more relevant and personal.”
Banham adds:
“It is not just about who is engaging, it is how. There is a clear move away from broad demographic segmentation. It is now more about behaviours, mindsets and motivations.”
Tariffs and global uncertainty
A significant shift the industry is facing relates to tariffs. According to Reuters, European and American carmakers could “lose up to 17% of their combined annual profits if the US follows through with hiking import tariffs on Europe, Mexico and Canada.”
Banham notes:
“One of the biggest challenges is the continued uncertainty across the sector, which has resulted in increasingly short lead times. Each major event, from the financial crash to the pandemic, has contributed to a steady reduction in planning time. We’ve responded by improving resource planning and maintaining our agility as an agency. Retaining key team members with experience of navigating these events has been critical.”
“Budgets are another key challenge, particularly in times of uncertainty. But adversity often fuels innovation. We thrive on finding effective and efficient ways to meet objectives.”
EV and sustainability
Tariffs aren’t the only industry shift. The move toward electric and non-petrol vehicles is accelerating. In 2012, 100,000 EVs were sold globally. By 2022, that figure reached 10 million, according to the IEA Global EV Outlook Report 2023.
“There are huge opportunities for those able to adapt to changing market conditions and evolving consumer demands,” says Banham. “There is still headroom for growth in the car market, with sales mostly yet to return to pre-pandemic levels. The real challenge is the battle for market share, especially with an increasing number of brands entering an already crowded space. Our role is to help brands cut through with smarter, more sophisticated engagement strategies. It is a genuinely exciting time.”
The automotive industry is changing fast, with electric vehicles, new regulations and global challenges. Events and conferences need to keep up by focusing on what really matters to people and planning flexibly. By being more sustainable and creative, organisers and brands can make stronger connections with their audiences. While challenges such as tariffs and shifting markets persist, they also open the door to innovation and growth.
Sector-leading events
Let us remind ourselves of the scale and influence of automotive conventions. The list of global sector events includes:
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International Motor Show Germany (IAA) – Now split into IAA Mobility (Munich) and IAA Transportation, organised by the Verband der Automobilindustrie (VDA).
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Tokyo Motor Show – Renowned for futuristic, tech-focused exhibits and concept vehicles.
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North American International Auto Show (NAIAS) – A key event for showcasing new models from American manufacturers.
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SEMA Show (Las Vegas) – A massive event focused on the automotive aftermarket.
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Paris Motor Show – A staple in the automotive calendar, known for exciting car launches.
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Automechanika Shanghai – The 2025 edition is set to break records with 383,000sqm of exhibition space and 7,000 exhibitors.
Ms Fiona Chiew, general manager of organiser Messe Frankfurt (HK) Ltd, commented:
“For 20 years, Automechanika Shanghai has continued to create channels for collaboration and communication… Looking ahead, we will move with industry trends by updating our highlights and the variety of activities at the show.”
With total vehicle sales and new energy vehicle sales in China expected to reach 31 million and 11.5 million units respectively in 2024, innovative event strategies remain essential.
The decline of a once-premier show
One major name that has faded is the Geneva International Motor Show (GIMS), first held in 1905. It was officially discontinued in May 2024 due to the pandemic’s lingering effects, changing industry conditions, and a drop in manufacturer interest.
Penny Noble: Evolution in real-time
“The automotive industry changes daily,” says Penny Noble of Noble Events. “The sheer pace of development in all aspects is extraordinary. When I launched my first car in 1990, if someone had told me we’d launch our first electric model 30 years later, I’d have thought they were mad!”
“Electrification, sustainability and mobility services now feature heavily in our event world. The Chinese market’s growth – especially in the UK, Europe, and Middle East – is astonishing. We’re proud to work with several of these brands via our UK and Middle East offices.”
Noble reflects on how event requirements have changed:
“Ten years ago, challenges were access to power, water and the nearest fuel station. Now, it’s about charging infrastructure, range, and sustainable venues.”
“The changing world is something we embrace. The challenge is ensuring we stay on top of developments and are equipped to deliver best-in-class events for our clients.”
(Additional reporting by Max Steventon)
