Geneva International Motor Show in Qatar: Car firms accelerate plans to go big and go green

The Geneva International Motor Show (GIMS) has been showcasing the latest trends in the auto industry since 1905. This year, for the first time in its history, it was held outside Switzerland as Qatar stepped up the host the event.

Ten global premieres, 20 regional reveals, 30 renowned automakers, all under one roof. Whether you’re a car buyer, collector or enthusiast, GIMS is widely considered the most important auto show in Europe. Now making its first foray into the Middle East, organisers hope GIMS Qatar will soon become the most important motor show in the region.

"This is amazing: ten brand new cars never seen anywhere in the world. And it’s not happening in Detroit, it’s not happening in Frankfurt, it’s not happening in Paris or Tokyo," said Berthold Trenkel, the Chief Operating Officer at Qatar Tourism.

GIMS draws tens of thousands of visitors every year. The first motor show was held in Geneva in 1905 and by the 1950s, the show attracted some of the biggest brands from the UK and US. Landing in Qatar this year, the exhibition has come a long way.

"For us, the first challenge was to organise a show that is decentralised - what we call a festival," revealed Sandro Mesquita, the CEO of the Geneva International Motor Show. "Because the beating heart is here in the halls with the motor show but we are present also at the Lusail track, we are present in the desert, at the Lusail Boulevard. So, we wanted to create an experience with static, but also with dynamic presentations."

"The Middle East for us matches perfectly because in the Middle East, the Arabian culture is all about family and relationships. We are a life brand, a family brand and that fits perfectly to the Arabian culture," explained Matthias Ziegler, the