Lamborghini has confirmed that it will have a presence at the Geneva International Motor Show Qatar running from October 5-14, around the same time as the Qatar Grand Prix.
Plans to spin off the famed Geneva International Motor Show were first announced in August 2021 in partnership with Qatar Tourism. The original plan was to hold events in both Geneva, Switzerland, and Doha, Qatar but this year’s event in Geneva was canceled, meaning it is only the twin show in Doha that will proceed.
Lamborghini chief executive Stephan Winkelmann confirmed to Autocar at the recent Goodwood Festival of Speed that the Italian brand will exhibit at the event. Winkelmann noted that the Middle East is an important market for the car manufacturer and when asked about the value of the show, said “We will see, it is the first time [it has been held], so we must look at it.”
The report adds that all VW Group brands are expected to attend the show in Qatar. This is primarily because the investment arm of Qatar’s sovereign wealth fund, Qatar Holding, owns a 14% share of the Volkswagen Group.
While Lamborghini will be at the show, Winkelmann noted the carmaker cannot make long-term commitments to events like these.
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“We have to see year by year how [a show] develops and then make a decision,” he said. “These days, we never make long-term commitments on shows, because things are changing very fast. A lot are going down the drain and are not successful anymore, so if attendance is going down and there’s no press, there’s no need to go.”
Interestingly, Winkelmann noted that the Pebble Beach Concours d’Elegance in California is the most important auto event for the brand because of how many current and potential owners it attracts.
“For us, Pebble Beach is the biggest auto event in terms of importance,” he said. “All the types of people who are customers or could become customers go there. It’s growing in terms of presence from outside the US, and so it’s going to keep growing in importance.”
