The Importance Of The Middle East Market, Lamborghini Again Participates In GIMS 2023

Lamborghini Sian FKP 37. (Doc. Lamborghini)

JAKARTA - Ahead of the 2023 Geneva International Motor Show (GIMS) automotive event, Lamborghini has confirmed its presence as the first manufacturer to participate in this prestigious event.

This good news was delivered directly by Lamborghini CEO Stephan Winkelmann, who stated that the manufacturer with the "Banteng Mengamuk" logo will participate in the exhibition which will be held in Qatar for the first time.

This presence marked Lamborghini's return to this biggest automotive event after being absent since 2019. At that time, Lamborghini stated that more intimate and personal interactions could be more attractive to consumers than major events.

Winkelmann explained that the GIMS 2023 in Qatar is very important to increase Lamborghini's market share in the Middle East.

"This is the first time this event has been held here, so we have to look at it. However, the Middle East is a very important market for us," Winkelmann said, as quoted by Autocar on Friday, July 28.

Nevertheless, Winkelmann emphasized that Lamborghini's presence at major automotive events in the future cannot be guaranteed, given the times and changes in the automotive industry so quickly.

"We will not make long-term commitments to events like this because many things can change very quickly. Many events have been in vain and have not provided expected results. If our presence decreases and there are no benefits for us, then we will not attend," said Winkelmann.

Apart from Lamborghini, other manufacturers whose plans will participate in GIMS in Qatar include other Volkswagen brands, such as Porsche, VW, and Audi. Even more interestingly, Qatar Holding also holds 17 percent stake in Volkswagen Group.

GIMS 2023 will be organized lively by 30 different automotive manufacturers that will introduce the latest 10 cars in the event.

This edition of GIMS will take place from 5 to 14 October, coinciding with the F1 race in Qatar which will be held from 6 to 8 October 2023.

Next year will be the celebration of GIMS' 100th anniversary as an international automotive exhibition. It is planned that the event will return to Geneva from February 26 to March 3.