Seoul Mobility Show Faces Crossroads as Industry Evolves
Goyang, South Korea – The Seoul Mobility Show, rebranded in 2021 to reflect the automotive industry’s shift towards software-defined vehicles (SDV), autonomous driving, artificial intelligence (AI), robotics, and eco-friendly cars, is falling short of its potential, according to recent observations from the event held last December at KINTEX in Goyang.Despite improvements to the venue itself, the show lags behind international counterparts like IAA Mobility in terms of engagement and impact.
Reports indicate a disparity in booth activity, with officials at IAA Mobility proactively attracting visitors, while manny participants at the Seoul show - especially smaller parts makers – were observed passively waiting for attendees. Some finished car brands expressed concern that the high booth costs did not translate into sufficient promotional benefit, with top-selling domestic companies participating reluctantly and smaller subsidiaries questioning the value of attendance.
The event,geographically situated in Goyang,is often referred to as the ‘Goyang Mobility Show’ or ‘Ilsan Mobility Show’ due to its location.
With the next Seoul Mobility Show scheduled for 2027, organizers face mounting pressure to innovate and differentiate the event as the pace of change in the automotive industry accelerates. Despite the global “K-Content” wave, the show has yet to capitalize on South Korea’s position as the world’s fifth-largest car producer.
Kim Chang-sung, Deputy General Manager, emphasized the need for a ”breakthrough” to establish the Seoul Mobility Show as a “future mobility playground,” urging the Organizing Committee to utilize the next two years to drive meaningful evolution. The call is for a shift beyond simply attracting major automotive brands, towards creating a uniquely compelling and innovative experience.