Skip advert
Advertisement

"Isn't it time the UK took over as the motor show capital of Europe?"

The huge cost of visiting Geneva is pricing it out of the market, says columnist Mike Rutherford

Geneva opinion

Geneva and I are like old pals who ritually meet up every March. It’s a one-sided relationship, though, because I do all the running... and spending.

Over three decades I’ve devoted weeks to driving almost 40,000 miles to and from the city, which is motor-industry neutral – i.e. it doesn’t have one! Then I’ve spent months in its eateries, working from – and sleeping in – its hotels, queuing on its roads and searching for parking spaces.

Advertisement - Article continues below

Geneva Motor Show 2015: all the top cars at the show

The total cost of driving to and from, working out of – and parking in – Geneva two to three days a year for the past 30 years is, in today’s money, approaching £100,000. Ouch.

Enough is enough. Apart from the city’s exorbitant prices and shortage of hotel rooms at show time, it has become prohibitively expensive to drive there. French and Swiss motorway tolls are to blame. They make long-distance motoring economically unviable – thus all those empty tolled motorways across Europe.

The volatility of the Swiss Franc and its iffy value against the pound and euro is another worry. As is the fact that some global car companies exhibiting in Geneva have to house directors, employees and guests in hotels outside Geneva, or even outside Switzerland in France or Italy. It’s bonkers.

My annual ritual will live on – I’ll continue visiting my mate Geneva at motor show time, but this year I’m changing the rules of the relationship. Over the two to three days that I’ll be visiting the show, I’ll be doing morning/evening budget airline commutes to and from Gatwick to Geneva Airport (a short walk from the show).

• "I’d choose a cheap old banger over an electric car any day of the week"

The cost of my numerous flights, plus Gatwick parking, totals just over £200 – which is less than one measly night in a drab Geneva hotel room. Assuming one is available, which it probably isn’t.

Switzerland and Geneva are too greedy. The show has become a victim of its own success and is in danger of pricing itself out of the market.Unless we see improvements to the infrastructure, accommodation levels and prices surrounding the Geneva Motor Show, I fear it may become a car exhibition that’s unfit for purpose. Besides, isn’t it time that the UK took over as the motor show capital of Europe?

Skip advert
Advertisement
Chief columnist

Mike was one of the founding fathers of Auto Express in 1988. He's been motoring editor on four tabloid newspapers - London Evening News, The Sun, News of the World & Daily Mirror. He was also a weekly columnist on the Daily Telegraph, The Independent and The Sunday Times. 

Find a car with the experts

Skip advert
Advertisement

Recommended

Shanghai Motor Show 2025: what all the big car brands are up to
Shanghai Motor Show 2025 - header

Shanghai Motor Show 2025: what all the big car brands are up to

The Shanghai Auto Show is now an established part of the automotive calendar – we’ve got a full list of show debuts
News
25 Mar 2025
Goodwood Festival of Speed 2025 will celebrate genius Gordon Murray’s 60-year career
Gordon Murray T.50 in front of Goodwood house

Goodwood Festival of Speed 2025 will celebrate genius Gordon Murray’s 60-year career

2025’s Goodwood Festival of Speed will also feature an enormous celebration of Formula One, with a central theme of ‘The Winning Formula – Champions a…
News
17 Mar 2025
Best classic and performance car shows, events and days out for the family in 2025
British motoring events planner 2025 - header

Best classic and performance car shows, events and days out for the family in 2025

You’ve got your new car but where are you going to drive it? Our selection of events and road trips will provide some inspiration
Features
27 Jan 2025
Brussels Motor Show 2025: full show round-up and all the exciting new cars
Brussels Motor Show header

Brussels Motor Show 2025: full show round-up and all the exciting new cars

The all-new BYD Atto 2, Hyundai Ioniq 9 and Mazda 6e were among the key models on display at this year's Brussels Motor Show
News
14 Jan 2025

Most Popular

Chinese cars can’t match their European rivals when it comes to engineering
Opinion - Shanghai Auto Show

Chinese cars can’t match their European rivals when it comes to engineering

This new brand of cars might have battery tech on their side, but European buyers want much more than that
Opinion
25 Apr 2025
New electric car MoT tests could be coming to the UK
Tesla Model X on two-post inspection ramp

New electric car MoT tests could be coming to the UK

New technology and driver assistance systems require changes to annual testing, says EC
News
25 Apr 2025
Car Deal of the Day: the one and only Nissan Juke for less than £150 per month
Nissan Juke - left cornering

Car Deal of the Day: the one and only Nissan Juke for less than £150 per month

Nissan’s best-selling small SUV just got a little bit cheaper and is our Deal of the Day for 26 April
News
26 Apr 2025