Brussels Motor Show
102nd edition of Belgium's car salon at Brussels Expo, with 60+ car brands across seven halls and 300,000+ visitors expected.
Leverage a major automotive trade event attracting 300,000+ visitors and 60+ brands to drive test drives, dealer partnerships, and vehicle launch announcements.
- Exclusive first-look coverage of new model debuts and EV innovations
- Behind-the-scenes brand activation stories from the show floor
- Dealer/showroom tie-in promotions for attendees and local markets
- Tech partnerships: autonomous driving, infotainment, and sustainability features
The 102nd Brussels Motor Show returns to Brussels Expo, offering over 50,000 m² dedicated to the latest releases from the leading car manufacturers. The Brussels Motor Show returns, from 9-18 January 2026, with 60+ car brands, 20+ motorcycle brands and many other related exhibitors. The Brussels Motor Show 2026 welcomed no less than 349,775 visitors. In the absence of the Geneva International Motor Show, carmaker and consumer attention has shifted to Brussels. With a fresh international focus, many brands used the event to premiere upcoming models. [ "World and European premieres of electric vehicles including the Kia EV2 (all-electric B-segment SUV), Mazda CX-6e, Hyundai Staria Electric, and Tesla Model 3 Standard European premiere", "Full venue capacity with seven exhibition halls completely booked and 60,000 m² of exhibition space showcasing 67 car brands, 28 motorcycle brands, and 100+ exhibitors", "European Car of the Year Award ceremony on press day (January 9, 11:30 am) where Mercedes-Benz CLA won the 2026 title", "Interactive activities, test drives, concept cars (Citroën Elo, Dacia Hipster, Hyundai Insteroid), and entertainment for families and professionals", "Strong focus on electric and hybrid vehicle innovation, fleet networking events, and commercial vehicle customization stands", "Return of motorcycle brands after a brief hiatus, with dedicated spaces for two-wheeled enthusiasts" ]
Friday 9 January
Press and Opening Day; European Car of the Year Award Ceremony at 11:30 am
Saturday 10 – Sunday 18 January
Public days with interactive displays, concept car reveals, test drives (where available), family activities, networking events for fleet professionals
Friday 16 January
Evening extension until 22:00
Campaign ideas8
- World Premiere Strategy: Launch flagship models & exclusive debuts at Brussels (Kia EV2, Peugeot 408, DS No.8 all used this to dominate press coverage and social media chatter)
- Formula E/Motorsport Tie-In: Create branded experiences linking road cars to racing (DS Automobiles' Taylor Made No.4 Concept tied to Formula E driver Taylor Barnard; Lancia Rally car, Alfa Romeo America's Cup partnerships)
- Concept Car Spectacle: Feature bold concept cars with prominent stand placement to drive foot traffic and social amplification (Citroën ELO, Opel Corsa GSE Vision, Audi Concept C all became major stand attractions)
- Electrification Messaging: Make battery tech and EV capabilities central to your display and press materials—market expects this from Brussels (BYD's competitive pricing angle, Mercedes 800V tech, Leapmotor's initial quality rankings)
- Partner Activations: Collaborate with lifestyle/adventure brands for exclusive editions (Jeep + The North Face Avenger 4xe, Citroën ELO + Goodyear + Decathlon collaborations generated buzz)
- Interactive Engagement Zones: Set up remote-control racing tracks, VR test drives, quiz contests with instant ticket giveaways to boost stand visits and social content
- Press Conference Event: Schedule brand-specific press conferences on opening day (Stellantis ran 8 separate press conferences across their 11 brands; COO's first public appearance elevated prestige)
- Multi-Brand House Strategy: If part of a holding company, create a dramatic unified hall experience showcasing portfolio diversity (Stellantis' 62-vehicle, 5,200 m² stand across 11 brands in Hall 5)
Social angles6
- "First look at [Model Name]'s global premiere—just revealed at Brussels Motor Show. This [key feature: 800V charging/600km range/AI tech] changes the game. What catches your eye? 🚗⚡ #BrusselMotorShow #EVRevolution"
- "Our designers took inspiration from [concept car] to reimagine [brand] performance. See the vision → reality story unfolding at Brussels 2026. #ConceptToCar #BrusselsMotorShow #DesignLanguage"
- "In 3 days, we're revealing why [Model] is the Car of the Year contender. Brussels Motor Show opens January 9. Are you ready? 🏆 #EuropeanCarOfTheYear #BrusselsMotorShow"
- "[Brand] x [Partner brand] collaboration debut: Meet the adventure-ready [Edition Name] at Brussels. Rugged. Stylish. One-of-a-kind. #BrusselMotorShow #CollaborationLaunch"
- "LIVE from Brussels: Standing in front of [car reveal], and honestly... we're stunned. [Key stat: 530km range / 2-second 0-100]. Swipe for the full reveal. #BrusselsMotorShow #LandmarkDebut"
- "300,000+ visitors. 75+ brands. 1 show that's redefined European auto launches. We're at Brussels Motor Show—are you watching? #MotorShow2026 #BrusselsExpo"