As planned, the annual Geneva Motor Show opens as scheduled today.

But a paper order forced this 96-year-old auto show to press the pause button.

"In view of the current situation and the spread of the new coronavirus, the Federal Council classifies the situation in Switzerland as an 'exceptional' situation under the Epidemics Act. Large events involving more than 1,000 people will be prohibited. The ban will take effect immediately and will at least

It will last until March 15th. "This was announced on February 28th, but at this time the preparations of the exhibitors have been completed, and temporary withdrawal is impossible, so it can only be done through "online live broadcast".

Showing its new cars to consumers has also turned the crowded Geneva Motor Show in previous years into a "cloud" auto show.

BMW decided at a press conference on February 28 that the BMW i4 concept car, the BMW Group’s first pure electric coupe, originally scheduled to be unveiled at the 2020 Geneva International Motor Show, will be released online in March Beijing time.

The global premiere will be held at 15:15 on the 3rd.

On March 2, Audi announced that the new Audi A3 Sportback and new members of the Audi e-tron family will be unveiled live on Audi's official platform at 16:50 on March 3, Beijing time.

AIWAYS decided to move the press conference originally held at the Geneva Motor Show to be held online, and the location was also changed to Stuttgart, Germany.

One change notice after another has made the cloud auto show a hot topic of discussion, and also raised a huge question mark: Will the physical auto show disappear?

"The role of auto shows has undergone earth-shaking changes." Industry insiders told Automobile Wisdom.

Automobile manufacturers strive to attract the attention of the media at every auto show. The purpose is to attract more public attention, so that consumers will be interested in coming to see their products in person, and even make them the final purchase object.

The problem is that so many automakers are clamoring for it that most of the time, any new car becomes little more than noise at auto shows.

In order to stand out and build momentum before the auto show opens, car manufacturers will reveal several details of media information that will be released at the auto show in advance, trying to take advantage of it.

But the problem is that almost every automaker does it the same way, so any pre-show information becomes just noise.

In addition, in order to ensure that all media can report the auto show in real time (online and offline magazines), most information is widely publicized by reporters in advance in the form of news.

The reason for this is that these reports can be refined and released once the auto show press conference officially begins.

In reality, the auto show has become nothing more than a formality, a routine based on a well-known plan.

For the media, there are few surprises, and even consumers who visit the auto show no longer feel much excitement and excitement.

The decline in profitability and communication effects has made both exhibitors and organizers anxious.

The epidemic has amplified the advantages of the "Cloud Auto Show" in terms of cost, environment, and audience. Most car brands have accelerated the pace of online transformation, opening up traditional consumption scenarios, and also exploring marketing for car brands.

Channels provide new ideas.

But in the "cloud" era, can physical auto shows and offline marketing really be replaced?

Cars Are Smart begs to differ.

As part of the consumer buying experience, auto shows remain important, even for car enthusiasts.

Cars are three-dimensional physical products and machines that can only be experienced first-hand.

Indeed, although increasingly high-resolution photos and videos give consumers an experience closer to the real car, there is still no substitute for the experience of being in the car and watching it with your own eyes: open the door, get in the car and sit behind the wheel.

Finally, calm down and fully experience the true feelings.

This is just like the rush for celebrity concerts and popular events. Even when the live broadcast is clearer, these are still hard to get a ticket. Do fans not know the stakes?

Obviously not, because everyone knows that concerts and sports events are highly experiential events, and watching them in front of a computer and in person are completely different feelings.

As far as cars are smart, I am a fan myself, but the difference between watching football on TV and watching football in person is still very obvious.

When watching football on TV, the camera will considerately find the points you should focus on.

An excellent broadcast agency can also accurately cut, convert, and replay, allowing you to capture all the wonderful shots in every detail.

?Watching the game live, without all that.

Everything around you is 3D.

You can see everyone in the stadium at all times.

Let's put it this way, during live broadcast, it is easier for everyone to watch talents with ball-like skills.

But watching the scene, it is easier for everyone to feel the advantages of those strong men without the ball: fighting, moving, fighting for the ball, and non-key passes.

This is the fun of watching football.

The same is true for "cloud" live broadcasts that extend to the automotive industry.

Recently, online press conferences and online live broadcasts for car sales have emerged one after another. The industry has exclaimed that the cloud era has arrived. However, according to Automobile Wisdom’s observation, no car company has announced the online sales brought about by live broadcasts.

It remains to be seen how much conversion effect the brand's "Cloud Car Selling" can bring.