The Geneva motor show is most important European show. If you have a role of any kind in the car industry, this is where you should be. And this is where everybody is. From Marchione to Ghosn, van Acker to Donckerwolke, Shakira to Usher, Elkann to Muller, or from Jackie Stewart to Niki Lauda.
The first two days of the show have a different signature. Day 1, Tuesday, is dedicated to the press. Cameras everywhere, accompanied with celebs and industry moguls. For me, this is when I pick up the news and enjoy the fact that I can go anywhere I want. Always welcomed with a smile. Great coffee at Alfa Romeo.
The next day, still closed to the general public, is dedicated to the industry and important clients. This is when local dealers show up. When rich clients park their gulfstreams and offload their armcandy to see whether there are still some roubles to burn on supercars. I love to observe how givers, takers and fakers interact.
Over the years I have seen this group change. New cultures entered. New money looking for new means to communicate supremacy, status or style. This money is attracted by the heritage, design and fine technology of European automotive. Or the other way around: The uniqueness of European cars is the combination of heritage, design and quality.
And this is why I don’t understand Lamborghini’s choices.