Momentum Social at the 88th Geneva International Motor Show
With the motorsport season fast approaching and our automotive client list gaining Momentum; it was only natural that we made our presence felt at the 88th Geneva International Motor Show. Suitably armed with a pocket-full of business cards and fuelled by a high-octane passion for cars, Momentum Social’s co-founders Jake Cawthorne and Alex Wood boarded the plane from London to Geneva.
Why the Geneva Motor Show is important to Momentum
One of our many missions this year is to develop a synergy between fashion, lifestyle, automotive/motorsport. In reality, institutions such as Formula One and Mercedes-Benz already do this well; considering the likes of Lewis Hamilton and luxury hospitality brands like our new client Red Eye Events. However, the lower levels of motorsport and many automotive brands are only beginning to realise the potential benefits; which in our opinion screams ‘opportunity for growth’. With this in mind, The 88th Geneva International Motor Show was the perfect place to gain insight into how some brands are adopting lifestyle. For example, the new Alpine 13; its French rallying heritage makes it as sophisticated as fine wine, while being as nimble as a mogul skier. As a result, the brand itself is well-aligned with leaving the dreary British winter to live a life of winter-sports-luxury in Morzine or Verbier.
On arrival, we headed straight for Nissan, following a kind introduction to John Fuggles, Ambassador for Nissan GTR and NISMO. Taking in the fine examples of Japanese technology and craftsmanship, as well as gawping at the stunning Formula E display. There’s something about the formality and function of Japanese marques, which has given them a high cult following, especially the GTR and earlier Skylines; now we can see why.
Best in show
Fuelled by the passion for all things automotive, we were keen to explore the show further. So, we delved deep into halls one through to seven, taking in world exclusives such as; the Ferrari 488 Pista (the firm’s most powerful V8 ever), the beastly BMW M8, McLaren’s £1 million Senna supercar, the ludicrous Aston Martin Valkyrie and many other modified independants. Additionally, the underlying theme of the year showcased the booming SUV market; with examples such as the Jaguar I-Pace, Bentley Bentayga, Lamborghini Urus and Lexus UX. Check out the full slideshow of our favourites above.
Ultimately, the Geneva International Motor Show is the daddy of the car show world. Moreover, it has been coined as “the most global motor show on earth” much to the speculation of many motor enthusiasts. Either way, it’s an incredible place to visit, especially if you don’t know much about cars, you’ll certainly know a thing or two by the time you leave.