Geneva International Motor Show, held in March last year, is one of the most spectacular and luxurious events of car lovers in the world. Only lucky guests with invitations can appear at the press conference. Here, they have the opportunity to see first-hand supercar La Voiture Noir of Bugatti – the most expensive car ever produced worth $ 15 million – from a distance of 0.5m.
Guests can also experience Ferrari’s Rolls-Royce Cullinan or Portofino and even admire Porsche’s new 911 convertible.
For decades, this show has been the most anticipated experience in the world, with the presence of many supercars and rare networking opportunities. In the evening, guests were invited to attend the launch of the all-electric Pininfarina Battista supercar worth US $ 2 million in the upscale hotel President Wilson.
Digital technology brings the luxury experience closer to the general public
By 2020, things have changed completely. The outbreak of the Covid-19 pandemic forced organizers to cancel a series of shows at the last minute. Car manufacturers such as Koenigsegg, Bentley and McLaren immediately got the bold idea: hosting the launch event via the livestream.
Now, instead of being an entry-level experience, the livestream platform has given millions of people around the world the opportunity to access this classy experience.
For many brands, this form is not only an opportunity for the audience to witness the moment when the supercar first appears. Instead, they introduced how the car works in reality, using technology to provide a visual look and more closely connect with the audience sitting in front of the screen. They have turned challenges into advantages.
Through digital form, the show has enhanced the experience of luxury. Instead of just reaching a group of customers in the high-end segment, the luxury experience has now been extended to the casual audience. It creates value for millions of people enjoying the show right in their own living room, as if they were sitting in the prestigious front row.