After a year of absence, last year, the motor show returned to the Heysel Palace in Brussels. It will open its doors on Friday until January 19. 63 brands will be present. We expect nearly 300,000 visitors. One of our team slipped behind the scenes of this bustling show on D-2.
Two days before the opening, the Auto Show is starting to take shape. Last year, due to a lack of interest from brands, the show was canceled. This year, 90% of the Belgian automobile market is represented. “There was a void somewhere and so coming to the show still remains a special moment and it is the unique moment to be able to show yourself in front of more than 300,000 visitors“, explains Thomas De Meûter, spokesperson for an automobile brand present.
These brands invest a lot. The location alone costs 80 euros per square meter. At this price, everything should be perfect. No dust, no fingerprints. It takes between 30 minutes and two hours to shine a car. “There are the wheels, the tires, the wheel arches, the bodywork, the windows. Every finger we put is a trace. It’s a lot of work“, assures a member of the team.
Mathias is gaining height. He is responsible for installing the lighting. “We come to direct the lamp“, he shows us. Each of the cars is highlighted by six points of light. “Once it is in place, we close it to try to have, as much as possible, only the car, so that the light does not overflow around it.“.
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After several difficult years, the sector feared the permanent closure of the show. But we are noticing a change in the situation: sales to individuals are increasing. “Obviously, the brands realized this, through their sales figures. They also realize the benefit of organizing a show to promote their vehicles and their technologies to private customers.“, responds Christophe Dubon, spokesperson for the Automobile and Cycle Industry Federation (FEBIAC)
In 2023, the show attracted 271,000 visitors. The goal is to exceed 300,000 this year.
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