Geneva Motor Show 2024: rating the stands

The design of the automotive show stand is a delicate endeavour – as much art as science. It must draw the attendees to itself so that the cars may be displayed most effectively. And yet, it also must step back and let the cars be the stars.

Although the Geneva show was smaller this year than in the pre-pandemic days, there was still much to see in terms of stand design. After a couple of days touring the show, Car Design News selects the top five for your review, displayed in rank order, starting with the winner.

Renault

Renault was here to claim its traditional placement at Palexpo and to celebrate the launch of retro-styled R5 E-Tech. A lively assemblage of sculptural displays, and an elliptical theatre filled with screens that enclosed the press and dignitaries invited to the launch.

Flanking this theatre were interesting sculptural assemblages, including a pile of giant number “5”s that sheltered a full scale model of the new car, and an angular platform filled with all sorts of electric mobility concepts – bikes, skidoos, sailboats and others. Although yellow dominated the colour scheme, there were plenty of greens, blues and blacks to keep the eye surprised and moving.

A wonderful and riotous celebratory pavilion for a new (or reborn, depending on your point of view), and perhaps transformational vehicle, Renault ticked all the required boxes for a Geneva Show stand.

BYD

In contrast to the pyrotechnics of colour and form over at Renault, the BYD stand was cool, calm and professional. A minimalist colour scheme of greys and blues with bright, but not glaring lighting greeted visitors. There were plenty of media screens with reels of vehicles in motion and oceans and sea creatures – appropriate for the launch of the Dolphin and Seal models, amoung others. An upstairs lounge was provided for dignitaries and select members of the press, the only stand to have such a feature.

Although it had many references to abstracted Chinese decorative elements, it also had a sort of Scandinavian cool that subtly suggested a composed, corporate presence, an OEM that may be new to the European market, but hardly a rowdy startup. BYD is here to calmly establish a strong position in Europe.

Dacia

Though tucked into a corner, Dacia punched above its weight with a lively pavilion that nevertheless spread across some 900 square meters. Plenty of screens dominated the backdrop of the pavilion, but the most interesting elements were the chunky bases for engine displays. There were similar chunky foam sculptures that evoked rock outcroppings and were destined to be dominated by playing children on the public days.

And finally, there were tall vertical screens grouped together like abstracted tree trunks, and they showed videos of forests and lakes- an interesting video collage that despite the abstract, tech nature of the elements, reinforced the idea of vehicles in nature.

MG

Like BYD, MG had a more calm, composed flavour to it, which was offset by an enormous screen showing the vehicles and sketches, all giving an energetic spirit to the composition. Indeed, the brilliance of the screen threatened to overwhelm the cars at times. Behind all the cars and screens was a calmer lounge with service counter and private offices – complete with a very accomplished coffee bar.

All of the above was a quiet respite from the energy out front. It was a competent pavilion; a good backdrop for a strong emerging brand.

Lucid

Lucid was launching for the first time in Europe and had a small Miesian stand of black with lots of screens and examples of its Air and Gravity models. Its cool modernism reflected Lucid’s automotive aesthetic, and that of its showrooms in the US.

The stand really faded into the background not because of its design, but because of the stage presence of the Gravity SUV and its dramatic ‘frunk’ with seating for two, which provided plenty of Instagram-able moments for the assembled press and VIPs. It certainly spoke to the power of design, and may help sell some cars.