Lack of exhibitors prompt move of Italian motor show from Bologna to Milan

Article by Anita Panait, on November 18, 2013

The organizers of the Bologna Motor Show, the only annual auto exhibit in Italy, will be moved to another location next year following a decision to cancel this year's event due to lack of exhibitors in a local market suffering from slumping sales. The organizing group, Promotor, had scheduled the show on December 3-9, 2014 in Bologna, but it has been moved to December 11-21, 2014, at Fiero Milano in Milan, Italy. The event will now be known as the Milan Motor Show.

Enrico Pazzali, chief executive of the Fiera Milano, remarked that they want to provide the auto industry a springboard that can compete with the big European car shows. Promotor cancelled the Bologna Motor Show this year after getting very little interest from carmakers, who have found it impractical to spend the money to exhibit new offerings to a public who is not buying.

Car sales in Italy have fallen 50 percent since 2007. Carmakers usually spend around EUR1 million per brand for a stand at a major international car show, those held in Detroit, Geneva, Frankfurt and Paris.

Audi was reported to have shelled out EUR40 million for its Frankfurt stand and other locations in September. In comparison, the 2013 Frankfurt car show had 1,000 exhibitors while the 2012 Bologna Motor Show had 133. Promotor Chairman Alfredo Cazzola remarked that they have commenced contacting potential exhibitors.

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