The inaugural Geneva International Motor Show Qatar (GIMS Qatar) will take place from October 5-14, 2023, and Lamborghini has confirmed its participation this time. Organizers of the 2023 Geneva Qatar motor show and Middle Eastern tourist authorities are partnering to run this monumental occasion in the automotive world. Qatar Holding owns a 17% stake in the Volkswagen Group, and Lamborghini, as part of this group, will attend the show. This move helps the brand connect with current and potential customers.
Lamborghini decided to attend the Qatar event, a significant move since the Italian brand stated in 2020 that it would no longer participate in large-profile motor shows. Instead, the company aims to foster intimate customer interactions through smaller, private events.
Lamborghini Chief Executive Stephan Winkelmann confirmed the brand’s attendance at the Goodwood Festival of Speed, noting the importance of the Middle East market and stating, “We will see. It is the first time [it has been staged], so we must look at it.”
Controversies Surrounding the Qatar Event
The announcement of the GIMS Qatar event sparked backlash, similar to last year’s men’s football world cup in Qatar, due to local laws and concerns over migrant workers’ welfare. Nevertheless, the show’s organizers announced that 30 “global automotive brands” will exhibit.
Winkelmann discussed Lamborghini’s change in long-term commitments to motor shows, emphasizing flexibility: “We have to see year by year how [a show] develops and then make a decision.” This reflects the brand’s response to the auto shows’ uncertain and rapidly changing landscape.
Lamborghini to also mark its presence at Pebble Beach Concours d’Elegance
Lamborghini will have a significant presence at the Pebble Beach Concours d’Elegance in California (on August 20th, 2023) before Qatar. Winkelmann identifies Pebble Beach as the “biggest auto event” for Lamborghini, emphasizing its growing importance due to the attendees it attracts.
Lamborghini’s decision to participate in the 2023 Geneva-Qatar Motor Show is a defining moment in the brand’s strategy to engage with its audience. While the event’s announcement has sparked controversy, the show promises to be an essential occasion featuring leading automotive brands. Lamborghini’s cautious yet optimistic approach illustrates its adaptation to the unique demands and opportunities within the automotive industry, in line with a changing landscape.