Qatar motor show 2023: can it recreate Geneva in the Gulf?

Those are big issues to consider, especially if you only came here to read about cars. But it’s important to consider, in the same way that you can’t talk about Chinese cars without consideration of that authoritarian regime. Asked about such concerns, Geneva show boss Sandro Mesquita said: "We don't do politics. We are a motor show. We are bringing here our values, and I'm sure that we are somehow helping the change that is happening. But we don't give lessons to anyone. We are Swiss. We are humble."

Leaving that aside, what about those cars? Well, the Geneva branding might have brought attention – although probably not as much as Qatar World Cup ambassador David Beckham popping in for the opening ceremony – but it didn’t bring a flood of world premieres.

The show was reasonably well-attended: organisers counted around 30 manufacturers, although you’d have to be slightly generous with what you classed as a standalone brand to reach that. With the Qatar Investment Authority holding around a 10% stake in the Volkswagen Group, it was understandably well-represented with Volkswagen, Audi, Porsche and Lamborghini. The BMW Group and Mercedes-Benz were also present, along with the likes of Kia, McLaren, Nissan and Toyota.

While those brands were present, none revealed anything that had more than a regional significance and promises of "ten-plus" world premieres really required some imagination to reach. Toyota showed off a new Land Cruiser Base special edition, effectively a customisable version of what is by far Qatar’s best-selling vehicle. This is a desert country: people don’t buy SUVs for show here.

Volkswagen had the regional reveal of three SUVs, with star attraction given not to the new Tiguan or Touareg, but the bigger Terramont (known as the Atlas in North America).

While Porsche showed the stunning Mission X concept and Lamborghini displayed the Revuelto PHEV and sleek Lanzador EV, Audi showcased the new Q8. While that was revealed earlier this month, the Qatar show at least marked its public debut – and in SQ8 form, at that.

There was nothing new enough to even merit a press conference on the Jaguar Land Rover stand, but it was notable as one of the first showcases for the new ‘house of brands’ approach. Jaguar, Range Rover and Defender each has their own separately branded sections, with nary a Land Rover badge in sight.

What of the non-European brands then? Well, California-based EV brand Lucid had a sizeable presence – perhaps no big surprise given nearby Saudi Arabia’s investment fund owns just over 60% and it is establishing a manufacturing plant in the country.

But much space was taken, perhaps predictably, by the Chinese: Geely’s Lynk&Co staged a glitzy regional launch, while Chery had a large presence with its Chery, Exeed (below), Omoda and Jaecoo brands. Notably, unlike most of the Chinese marques heading to Europe, many of those brands offer a range of powertrains – there are electric cars in Qatar and the Middle East, but they’re very limited in number. But then high petrol prices are not an issue here.