BMW skips Paris Motor Show: a new approach to exhibitions
BMW has decided not to participate in the Paris Motor Show, which will take place in October. The company states that it remains committed to automotive exhibitions but will now approach their selection more selectively. It is worth noting that competitors such as Audi and Mercedes still plan to be present at the event.
Why are auto shows losing their former popularity?
Auto shows were once the main events of the year, but their popularity and significance have significantly declined. The Geneva Motor Show has effectively ceased to exist, and attending the Detroit Auto Show is no longer mandatory. Thus, only a few truly important events remain on the calendar.
The Paris Motor Show is one of them, especially for European manufacturers. It will take place in October, with over 60 brands participating. Audi and Mercedes will be among the attendees, but BMW will be notably absent.
BMW’s official stance
This decision is surprising; however, according to Bloomberg, the automaker decided to withdraw ‘due to a shift in priorities.’ BMW stated that they remain ‘committed to selective participation at auto shows in the future,’ so it likely comes down to participating only in major events where the company has something new to present.
We remain committed to selective participation at auto shows in the future.
A recent example is Auto China, where the company presented a whole range of new models, including the iX3 Long Wheelbase, the updated 7-Series, and Mini concepts.
New presentation formats
However, recently BMW has been avoiding using auto shows for new product launches. For example, the M Concept Neue Klasse concept debuted at the 24 Hours of Le Mans race, and the updated X5 was presented at its own plant in Spartanburg, South Carolina.
Financial context of the decision
Although BMW is far from the first automaker to skip an exhibition, this decision came shortly after the company adjusted its forecast for 2026. At that time, the company cited an ‘accelerated’ decline in sales in China, as well as fierce competition in the region. As noted, ‘positive sales dynamics in Europe and the US cannot offset the decline in sales in China and the Asia-Pacific region.’
The automaker also blamed the war in Iran and other issues. These events led to a ‘significant drop in profit and free cash flow in the second quarter.’ This forced the automaker to ‘intensify and accelerate ongoing cost-cutting initiatives.’
List of participants at the Paris Motor Show
BMW’s refusal to participate in the Paris Motor Show is symptomatic of a broader trend in the automotive industry. Manufacturers are increasingly choosing more controlled and targeted presentation formats that allow them to directly address their target audience without unnecessary costs. Financial pressure caused by instability in key markets such as China and geopolitical factors is forcing companies to reconsider their marketing budgets. Thus, BMW’s decision is not merely a whim but a rational step in conditions where every dollar counts and cost efficiency becomes critically important for maintaining profitability. It is also a signal for auto show organizers: to remain relevant, they need to offer manufacturers more than just an exhibition space.