Revving Up the Youth Market: The Interlagos Autos Festival's Ambitious Vision

The Interlagos Autos Festival, one of the world's premier automotive experience events, is set to captivate audiences from August 9-11, 2024, at the Autódromo de Interlagos in São Paulo. Márcio Saldanha, the festival's CEO, sat down with GENTE column to discuss the event's impressive numbers, the current state of the market, and the target audience they aim to engage.

Driving the Future of Automotive Experiences

Transforming the Automotive Event Landscape

The Interlagos Autos Festival, now in its third year, was created in response to the evolving needs of the automotive industry. Saldanha observed a shift in the traditional trade fair model, where static events were no longer appealing to manufacturers and automakers. The festival was designed to address this gap, transforming the experience for both the motor and automobile segments, each with its own unique features.

Impressive Numbers and Exponential Growth

The festival's impressive numbers speak volumes about its success. With 19 automakers and an estimated attendance of 150,000 people, the event has nearly doubled in size compared to the previous year. The motorcycle edition of the festival, held in early June, attracted 135,000 visitors over five days. Saldanha expects the automotive edition to generate around 500 million Brazilian reais in business transactions.

Optimism in the Brazilian Automotive Sector

Saldanha senses a growing optimism in the Brazilian automotive industry. Several new automakers, such as GWM, Neta, Jaecoo, and Omoda, are joining the festival, signaling a "big moment" for the market. The festival has become the premier event for brands to launch their latest offerings, with the unique format combining traditional exhibition, experiential test drives, and entertainment.

Engaging the Youth Market

Saldanha's vision for the festival is to attract a younger audience, as he recognizes the growing disinterest among young people in traditional motorized consumption. The festival aims to "motorize the youth" by offering a diverse range of attractions, including musical performances, gaming arenas, and a dedicated kids' area. On Saturday, the festival will host a massive churrasco (barbecue) event with a live show by popular Brazilian duo Fernando and Sorocaba, further enhancing the entertainment experience.

The World's Largest Automotive Experience

Saldanha confidently claims that the Interlagos Autos Festival is the largest automotive experience event in the world, surpassing any other operation in terms of the diversity of participating brands and the volume of test drives conducted. The festival's safety protocols are also stringent, with each participant undergoing a breathalyzer test before accessing the test drive areas, ensuring a zero-tolerance approach to driving under the influence.

Embracing Sustainability and Electric Mobility

Sustainability is a key focus for the automotive industry, and the Interlagos Autos Festival reflects this trend. All participating automakers are heavily invested in electric and hybrid vehicles, and the festival has prepared accordingly, with 20 electric vehicle charging stations to accommodate the growing demand for eco-friendly mobility solutions.

The Future of Automotive Experiences

Saldanha, a self-proclaimed motor enthusiast, believes that electric vehicles are here to stay and that the industry will continue to adapt and evolve. He anticipates that in the next five years, the public's perception and understanding of electric vehicles will become more clear-cut, as the technology continues to improve and address any lingering concerns.The Interlagos Autos Festival's ambitious vision to captivate and "motorize" the youth market, combined with its unparalleled scale and commitment to sustainability, positions it as a trailblazer in the world of automotive experiences. As the industry navigates the transition to electric mobility, this festival stands as a testament to the evolving landscape of the automotive sector.