Opinion – Time Machines: Motor Show is reborn as São Paulo Motor Experience

Anfavea (association of automakers) has confirmed that São Paulo will host a new automotive event in 2022. But it is not the previous Auto Show.

“The previous salon concept was a great experience, but it’s over. Now we’re working on a new concept”, said Luiz Carlos Moraes, president of Anfavea, during the press conference held on Monday (7th). According to the executive, the event will be called São Paulo Motor Experience.

Reed Exhibitions, the company that will organize the event, is preparing an announcement with more details, but it is already known that the chosen location will be the Interlagos circuit. According to the Automotive Business portal, the event will take place between the 6th and 14th of August.

In addition to the car exhibition, test-drives will be scheduled through an app, both on the racetrack and on an off-road circuit that will be set up in the complex.

The last edition of the São Paulo Motor Show took place in 2018. In 2020, the event was canceled due to the Covid-19 pandemic, but it was already threatened by the withdrawal of brands such as Chevrolet, Hyundai and Toyota.

The new format should attract more companies in the sector, which are still negotiating with the organizer.

According to Reed Exhibitions, the last edition of the show, which took place in the São Paulo Expo pavilion (South Zone), generated R$ 320 million.

The history of the show began in 1960, in Ibirapuera Park (south zone). That year, 12 manufacturers exhibited models such as the diminutive Romi-Isetta and the Alfa Romeo 2000 JK.

The event, which traditionally took place every two years, was no longer held for economic reasons at other times. The 1982 edition, for example, was moved to 1983.

In 1986, the major automakers announced that they would not participate in the event, and the spaces were occupied by about 60 temporary import cars, which came to Brazil only for the fair held at the Anhembi Exhibition Pavilion (North Zone).