Brussels Motor Show
The 102nd Brussels Motor Show with 60+ car brands and 20+ motorcycle brands across seven halls at Brussels Expo.
Leverage the Brussels Motor Show as a high-visibility platform to showcase new vehicle launches, drive test-drive bookings, and generate B2B partnerships across automotive and related industries.
- Behind-the-scenes coverage of 60+ car brands unveiling latest models
- Exclusive motorcycle brand spotlights and rider community engagement
- Live event updates and attendee testimonials from Brussels Expo
- Pre-show teasers and post-show product comparison guides
The 102nd Brussels Motor Show returned to Brussels Expo, offering over 50,000 m² dedicated to the latest releases from the leading car manufacturers . The show featured 60+ car brands, 20+ motorcycle brands and many other related exhibitors . The event welcomed 349,775 visitors , confirming its status as the ultimate automotive experience and the largest car event in Europe . [ "World and European premieres from 60+ car brands including Kia EV2, Hyundai Staria Electric, Mazda CX-6e, and Mercedes-Benz CLA (2026 Car of the Year winner)", "20+ motorcycle brands exhibiting (returning for first time since 2020), with 415 vehicles on display including concept cars and 67% electrified models", "European Car of the Year Award ceremony held January 9th – Mercedes-Benz CLA awarded the prestigious 2026 title", "Interactive activities and Family Tour for children, POG Zone with internet celebrity cars, and extensive immersive experiences", "Spanning 7 fully booked exhibition halls plus Patio (60,000+ m²) at Brussels Expo with 11 world premieres and 16 European premieres" ]
Friday 9 January
Press Day only (daytime); European Car of the Year Award Ceremony at 11:30 am; Opening Night event 19:00–23:00
Saturday 10 – Friday 15 January
Public hours 10:00–19:00; Family Tour activities on Wednesday afternoon; Carrefour discount tickets available Jan 13–15
Friday 16 January
Extended nocturne: 10:00–22:00 (unique evening opening)
Saturday 17 – Sunday 18 January
Early opening 09:30–19:00 (final weekend)
Campaign ideas8
- World Premiere Stand: Secure a global or European debut to make Brussels your anchor event. Follow Kia's 2026 strategy—launch the EV2, Peugeot's 408, or Hyundai's Staria Electric as a central draw to generate press and social buzz.
- Interactive EV Test Drive Hub: Build a 'Configurator Station' on the stand where visitors can customize vehicles (color, trim, tech) and register for post-show test drives. Target Belgium's EV-focused fleet buyers with dedicated dealership follow-up.
- Concept Car Theater: Display bold concept vehicles (like Citroën ELO, Opel Corsa GSE) with dramatic lighting and video installations. Invite press for exclusive story angles and create 'Instagrammable' moments to drive social amplification.
- Brand Partnership Cross-Promotions: Partner with lifestyle brands (Goodyear, outdoor gear, tech) to create themed stand zones. Subaru's National Park partnership model shows how co-branding attracts new audience segments.
- eSports Simulator Racing: Install 12+ racing simulators (The Sim Power model from Brussels) on your stand. Target younger audiences (Gen Z car shoppers) with leaderboards, prizes, and real-time social media contests.
- Mobility Experience Zone: Demonstrate EV tech, range, charging, autonomous features via hands-on interactive displays and AR/VR stations. Educate buyers about electrification while capturing high-intent leads.
- Media Day VIP Strategy: Host exclusive press briefings with senior executives on opening day (Jan 9) to secure front-page coverage and drive international PR impact.
- Family Tour Gamification: Create a branded 'Find Your Drive' scavenger hunt or educational challenges for kids that encourage repeat visits and capture family data for follow-up.
Social angles6
- Stand behind the wheel: VR test drive on our Brussels Motor Show stand. Experience 0-100 kph in seconds. #BrusselMotorShow #FYD #DriveTheEVFuture
- World premiere alert! We're unveiling [Model] exclusively at Brussels Jan 9-18. Be first to see it. Link to tickets in bio. #Brussels2026 #MotorShowPremiere
- Family day at Brussels Motor Show? Our stand has racing simulators, car customizers & surprises for kids. Bring the whole crew. #FamilyFun #Brussels #FYD
- From concept to reality: [Brand] concept car live at Brussels Motor Show. See the future of design. Vote your favorite live! #BrusselMotorShow #ConceptCar #DesignInspo
- Live from Brussels Motor Show: our team is answering YOUR questions about EVs, range, charging & pricing. Drop your Q below 👇 #AMA #Brussels2026
- Brussels Motor Show LIVE takeover: follow our story for behind-the-scenes stand setup, celebrity visits, exclusive reveals & giveaways. #StayTuned #BrusselMotorShow2026
Ad copy starters5
“See Tomorrow's Cars Today. Your Exclusive Brussels Motor Show Preview—Jan 9-18 at Brussels Expo. Book Tickets Now.”
“World Premiere. Only at Brussels Motor Show 2026. Be First. Reserve Your Press Access.”
“Drive the Future. Test our new EV stand this January. Interactive demos, real test drives, exclusive Brussels deals.”
“Find Your Drive. 67 brands. 28 motorcycle makers. Unlimited possibilities. Brussels Motor Show—the biggest European auto event.”
“The future is electric—and it's on display in Brussels. Virtual & in-person: Jan 9-18, 2026. Discover your next car.”
Tips4
- DO focus on world premieres and European debuts—Brussels 2026 hosted 67 brands competing for attention; stand out with exclusive announcements and first-look opportunities. DON'T rely on static displays; the show's 349,775 visitors crave immersive, interactive experiences.
- DO capture high-intent leads on-site with registration kiosks, test-drive sign-ups, and VIP codes. DON'T miss post-show follow-up—Belgium's 1-2 month buying window means dealer handoff is critical. The data you collect at the show drives Q1 sales.
- DO theme your stand around brand values (Subaru's nature/parks, Ram's rural heritage, Citroën's innovation). DON'T oversaturate with generic product specs. Visitors already researched online; they come for emotion and reassurance, not brochures.
- DO leverage social & influencers heavily in the week before/during the show. Brussels Motor Show runs Jan 9-18 with a Friday night late-opening (until 22:00 on Jan 16)—post Instagram stories, TikToks, and live feeds real-time to drive walk-in traffic. DON'T wait until after the show to tell the story; momentum is Jan 5-18.