China - Eduardo Pincigher is en route to China after a São Paulo–Dubai connection, heading to the April auto shows where he expects to see more than 1,500 cars and roughly 150 launches, a scale that underscores why China remains an exception to the global decline of traditional motor shows.
- In short: China’s auto shows still draw massive crowds and dozens of manufacturers, while festivals like Festival Interlagos are rewriting how consumers experience cars.
Understand the dynamics: why formats split
The contrast is immediate: while many global salons have been hollowed out by changing visitor expectations, China’s events remain a commercial hub for roughly 130 auto manufacturers and a key marketplace for dealer networks. Official industry sources show China is the world’s largest auto market and a central stage for local brands; see CAAM production data for broader context.
For decades the classic Salão do Automóvel — from Anhembi to São Paulo Expo — offered a ritual of contemplation. Today, audiences demand more than display: they want to touch, drive and feel the product. Festivals answer that demand with sensory, actionable experiences at far lower exhibitor cost than a 2,000 m² luxury stand that once cost "tens of millions of reais."
"The smell of tyre is much more seductive than that of the carpet."
Context and impact: what this means for buyers and brands
Festivals such as Festival Interlagos at Autódromo José Carlos Pace turn cars from objects behind ropes into machines that create emotional purchase intent. Test drives, hot laps and on-track demos convert curiosity into near-term sales in ways static displays rarely do.
China’s scale changes the calculus. With dozens of small manufacturers using the salon as a platform to court dealers and consumers, the show functions partly as a trade fair as much as a public spectacle. That density — hundreds of unfamiliar models and brands, sometimes untransliterated from Mandarin — explains why salons persist there even as Europe and the U.S. pivot to experiential formats.
What do you think? Will you choose festivals over traditional auto shows when deciding on your next car? For more details, check out our specialized section.