From A for ‘car’ to Z for ‘Zurich’

They say the dead live on. This apparently applies to motor shows too. Whilst the Geneva Motor Show is long gone, Auto Zürich is emerging as a remarkable alternative. From 5 to 8 November, Messe Zürich will be transformed for the 39th time into a hub for automotive innovations, big names and little surprises. With 72 brands represented, the event has set a new record and can even lay claim to the title of Europe’s most brand-rich motor show.

What is actually interesting, however, lies less in the number of exhibitors than in their mix.

China is coming. And it’s here to stay.

In 2023, there were just five Chinese car brands represented in Zurich. Three years later, there are 18. One in four brands now comes from China. Manufacturers such as XPENG, Zeekr, Geely, Leapmotor and DENZA demonstrate just how fundamentally the balance of power in the automotive industry is shifting.

And the range is impressive. Whilst Leapmotor is focusing on affordable electric mobility with its compact electric crossover, the B03X, Zeekr is leading the way with the luxurious 9X. In between lies a rather vast automotive world, in which established European manufacturers are increasingly having to re-assert their position.

From tiny to downright megalomaniacal.

There’s certainly no shortage of variety. With the smart #2, measuring just 2.75 metres in length, smart is returning to its original strengths. Audi is launching the A2 e-tron, Volkswagen the ID. Tiguan and Mazda the new CX-6e. These are joined by, amongst others, the electric Range Rover and the Opel STX Concept, which offers a glimpse into the future of the estate car.

Those who prefer something a little less sensible will also find what they’re looking for. Aston Martin is showcasing the Valhalla, whilst Automobili Pininfarina is presenting the Battista Novantacinque with its downright absurd 1,900 PS. Bentley, Lotus and Mercedes-AMG are also bringing automotive heavyweights to Zurich. A particularly interesting contrast: whilst some are developing ever larger, more powerful and more luxurious vehicles, others are rediscovering the charm of compact mobility. The future of the car? Apparently quite diverse.

Visitors are expressly welcome.

The supporting programme also demonstrates that Auto Zürich aims to be more than just a collection of gleaming car bodies. At the EV EXPERIENCE, visitors can try out electric cars for themselves. In the MANUFAKTUR & CLASSIC section, on the other hand, the focus is on automotive craftsmanship and historic vehicles. And on 7 November, Broad Arrow will be auctioning more than 80 classic cars and supercars at the Dolder Grand in Zurich.

On 4 November, one day before the event opens to the public, numerous manufacturers will present their latest models at MEDIA DAY. Further surprises have been announced.

Perhaps this is precisely the secret to Auto Zürich’s success: it doesn’t even try to sell the car solely as a means of transport or a technological vision of the future. Instead, it showcases it in all its contradictions. As an everyday item, a design object, a status symbol, a collector’s item and, sometimes, a rather irrational labour of love.

And let’s be honest: that’s exactly why we go to motor shows.

Auto Zürich 2026, 5 to 8 November, Messe Zürich. Further information at auto-zuerich.ch.