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A plan for the future of the motor show

For such a rich and world-famous automotive industry, the absence of a motor show in Italy is a bit of a miss.

The reasons for the decline of auto shows are well known: rising costs mixed with the changing priorities of car manufacturers and their diminishing appeal to traditional spectators (why look at a car that is static when you see it moving?). The demise of the Turin Motor Show happened long before big names like Geneva began to crumble.

A few years ago, some supercar enthusiasts held a little show in downtown Turin to present their cars to people and show them frankly. It was a success, it grew and in 2019 it moved to Milan for a static car display and Monza for live action. So we have the Milan Monza Motor Show, which takes place from Thursday to Sunday this week for a second edition of the show after a two-year hiatus for you-know-what.

It’s a mix of things like the Regent Street Motor Show in London and supercar racing at the Goodwood Festival of Speed. In the center of Milan, just in the shadow of the famous Duomo and nearby streets, various static cars are on display, from supercars to new electric cars. At Monza this weekend, around 1,000 supercars will roll in a big display, and the Mille Miglia will also pass. Which should be quite a show.

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