Automobile Barcelona is preparing to once again fill Montjuïc with cars, novelties, and premières that will turn the city into the motor capital from May 9 to 18. The international show begins the countdown to open on Friday with 29 brands, in an edition that will focus on electrification and in which another factor stands out: a third of the participating firms this year are of Chinese origin.
The show, which will occupy 100,000 square meters, aims to attract 350,000 visitors. With the slogan Passion for motors, passion for Barcelona, it will include the presentation of a dozen premières, with one worldwide novelty and another European one. All with one objective: to serve as a showcase and meeting point for the sector to boost its sales, while advancing towards electric mobility.
— What novelties will this year's show bring?
— We will have world, European, and national premières, as is usual in a show that has 43 editions and 106 years of history. And this year we will have a third of Chinese brands.
— It's a reflection of the sector.
— And that's good, because it stimulates the market, stimulates competition, and drives prices down. In fact, in recent years, electric car prices have been reduced by between 14% and 19%.
— Can the presence of these Chinese brands favor Barcelona's positioning for Asian companies to invest in its surroundings?
— Definitely. The industry can come to Automobile and from there consider setting up new factories. Spain is the second largest car manufacturer in Europe, and one thing leads to another. With these market changes, why shouldn't a new Chinese factory be established in Catalonia or the rest of Spain? That's another incentive, the possibility of boosting the industry, creating new jobs and new excitement. We are all key.
—And even more so in an international economic context marked by uncertainty. How do US tariffs affect the sector?
— The show wants to be a balm for tariffs. Because what the show does is provoke sales, generate excitement. It's an event for all budgets, which also applies discounts, with the show price. And sales are not only made at the show, but can be closed at the dealership days later. I am sure that the sales index of dealerships will rise during the month following Automobile, and all this generates wealth for the sector.
— How does the show contribute to this wealth?
— The big question is always: what car should I buy? And at the show, there are nearly 30 brands, and you can test drive cars around Montjuïc. In fact, 70% of the people who come to the show want to test them. There are many possibilities to see all kinds of models and try them, and therefore, there are many possibilities to make a decision.
— How does all this translate into sales?
— A brand sells between 150 and 200 cars at the show, approximately. Therefore, those who don't come lose sales. Barcelona becomes the world capital of the automobile for a few days; with premieres, novelties, this is a motor show, and in that, we are unbeatable. That's why the brands that don't come are mistaken.
— And even more so in a moment of such competition?
— Cars are sold, but fewer. There are many options, and people don't know what to buy. Brands that don't come leave space for their competitors. You have to decide, and the show helps: you can test and you can buy. In fact, 60% of visitors come with the intention of buying.
— And you aspire to reach 350,000 visitors.
— This year, furthermore, there's Barça-Madrid on May 11, and Automobile also plays in that match. Those who have tickets for the classic will be able to access the show for free, and the boards of directors of both teams will have lunch at Fira. It's a great plan: come to Automobile and then go up to the Estadi Olímpic to watch the match.
— In this edition, you are also expanding the show's space.
— We will occupy pavilions 1 and 8 of Fira, and the Plaza de l'Univers with Seat for its 75th anniversary. We will also be on Maria Cristina and Rius i Taulet avenues to test drive cars. In total, we will add 100,000 square meters, 15% more than the edition two years ago.
— What are the challenges for the sector?
— In Spain, an industry that generates so many jobs and places it as the second car manufacturer in Europe, the Government should help more than ever to change such a disastrous fact as that we are the second European country with the oldest vehicle fleet. It's 14.2 years on average, which places us only behind Greece, and the Government should incentivize purchases. The vehicle fleet needs to be rejuvenated, and how is it rejuvenated? By buying.
— And what are the challenges for the show?
— Above all, that there are many visitors and that they come to break records. That they come and buy more, that they help exhibitors sell a lot, and that people enjoy it. And we have another important challenge, which is to attract young people. When I was young, what I wanted was to have a car, because it was synonymous with freedom. Now, there are many ways to get around, and we have to attract young people so that they have the passion for cars that we had.
— How can this passion be transmitted to them?
— We have all gone to the show with our grandparents, or with our parents, it is something that Barcelona carries very deep inside, it is something very much from Barcelona. We have to transmit it to young people, also taking into account that the priority in most cases is housing, and that it is not easy at all.
— To also attract new audiences, are you exploring collaborations with Circuit de Catalunya, after Fira has taken over its management?
— Although for now there is no concrete plan, someday there will be an Automobile presence there, for sure.
— The next edition will coincide with the works at the Montjuïc venue.
— If Montjuïc is under construction, there is always the Gran Via venue of Fira.
— Are you considering a permanent relocation to Gran Via?
— In no case! I am in love with Montjuïc, and public shows like Automobile work very well in Plaza Espanya. Furthermore, the event is very linked to Montjuïc, it has always been held here. Montjuïc has a lot of history, and Automobile is linked to it.
— On occasion, you have commented that this will be your last edition presiding Automobile. Will it be so?
— It is very possible. I have broken all European records! I have been since 2001, this year it will be 24 years as president. My father was also president, and he died as president. Be that as it may, the show is part of my life.
— If this ends up being your last edition, where would you like the show to go?
— To more. Always to more and better.