ELETROCAR SHOW: PRESENT AND FUTURE OF ELECTRIC MOBILITY
A milestone for the sector, the B2B event will have 160 exhibiting brands, 3,000 companies and will receive around 40,000 visitors. It will be held from June 23 to 26, 2025, in the Distrito Anhembi Expo Center, in a space of 12,000 sqm. More than 200 vehicles will be on display and with test drives for visitors to try out.
The Eletrocar Notebook is dedicated to exploring the future of electric mobility, highlighting innovations, trends and solutions that are shaping the electric vehicle market and associated infrastructure. It is a space focused on connecting the main brands, manufacturers and buyers of this rapidly growing segment, in addition to supporting the growth of sustainable mobility in Brazil.
Despite fiscal obstacles, automotive industry experts predict a promising future for electric cars in Brazil. The Associação Brasileira de Veículos Elétricos (Brazilian Electric Vehicle Association) (ABVE) estimates that by 2030 there will be around 1 million electric and hybrid cars in circulation in the country, with a market share of around 30%. From January to May of this year, 64,908 electrified light vehicles were sold, and ABVE expects to close 2024 with more than 150 thousand vehicles sold.
At the 17th Eletrolar Show, the Grupo Eletrolar All Connected made the official announcement of the launch of the Eletrocar Show, which will provide the electric car sector with the opportunity to promote strategic connections between market players. The event will take place in parallel with the Eletrolar Show 2025, from June 23 to 26 in the new Distrito Anhembi Expo Center, in São Paulo, and will occupy a pavilion next to the fair.
Clean Mobility
The official announcement was made during the Prêmio Mobilidade Limpa (Clean Mobility Award) ceremony at the Eletrolar Show. The award, launched in July 2023, aims to encourage automakers and importers to offer more efficient cars and light commercial vehicles, in addition to drawing consumers’ attention to the cleanest vehicles on the market, in environmental terms.
In this second edition of the award, not only fully electric vehicles were evaluated, but also hybrid and combustion vehicles. In total, 97 electric cars, 77 plug-in cars, 30 hybrids, 97 mild hybrids and 534 combustion cars were considered.
Among the participating brands, one of the highlights was FIAT, which had the largest number of award-winning models, with eight in total (all combustion) in different categories. The Chinese company Build Your Dreams (BYD) also stood out as the biggest winner in the pure electric car category. Its Dolphin Mini model was the car with the lowest emissions rate, with 0.41 Megajoules per kilometer driven.
Panel discussion
The award ceremony was preceded by a panel discussion with the participation of Marcio Alfonso, Director of Engineering & RDI at GWM Brazil, and João Irineu Medeiros, Vice President of Regulatory Affairs at Stellantis South America. The mediation was by journalist Joel Leite.
In his speech, João Irineu highlighted the importance of thinking about sustainability throughout the entire vehicle production chain. “Approximately 11% of emissions from a combustion car occur in the manufacturing of parts. In an electric car, the figure is 70%. However, throughout its entire useful life, a combustion car emits 52 tons, compared to 23 tons for an electric car.”
The Stellantis executive recalled the uniqueness of the Brazilian market in relation to biofuels. “The manufacturing of electric cars is still very expensive. Until we can reduce the cost, we can use ethanol to distribute the technologies among the markets.” The company intends to offer several architectures, from mild hybrids to fully electric vehicles, to democratize access to cleaner transportation technologies.
Marcio Alfonso also identified the opportunity in the Brazilian market in this regard. “More than 90% of our fleet is already prepared for Flex, but today, on average, only about 30% of cars use ethanol.” He also mentioned a change in consumer perception regarding electric vehicles: more than 40% are interested in these models. In cars, GWM is betting on hybrid and fully electric models, such as the Haval, with a range of 170 kilometers. In cargo transportation, the company intends to bring hydrogen technology to Brazil, which could become, in Marcio’s view, an important differentiator in the market.
Eletrocar Show
The Eletrocar Show, which will take place in 2025 as a parallel event to the Eletrolar Show, is a milestone for the electric mobility sector in Latin America. It responds to the growing interest and demand for sustainable mobility solutions, reflecting global trends in energy transition and technological innovation. The electric vehicle market in Brazil is heated, with projections of significant growth in the coming years, driven by incentive policies, technological advances and environmental awareness.
“More than 90% of our fleet is already prepared for Flex, but today, on average, only about 30% of cars use ethanol.”
It will be the ideal stage for the launch of new products, networking among professionals in the sector and discussions about the future of mobility. There will be four days of business dedicated to supporting the growth of the category, with the presence of electric and hybrid vehicles available on the Brazilian market. The event will offer the unique opportunity to talk directly with brand representatives and see some models up close at the Eletrocar Test Drive Experience. In addition, there will be a forum dedicated to discussing trends, legislation and market opportunities.
The Eletrocar Show will be linked to the Eletrolar Show, a well-established trade fair with a qualified audience, meeting the needs of exhibitors seeking space in the electric mobility sector. The event will include vehicles from all categories: heavy, light and very light (cars, motorcycles, electric bicycles, scooters and electrified buses), providing a comprehensive vision of the future of sustainable mobility in Brazil.
Initiative Leaders
“The event will be transformative, establishing the Eletrocar Show as the essential meeting point for the future of this industry in Brazil, which is just beginning to consolidate itself as a dominant player in the global market.”
What motivated you to create Eletrocar Show?
Electric cars have now become an essential part of the electronics segment, and our experience of over 17 years with Eletrolar Show has allowed us to identify this growing trend. We have observed the success of this sector at international trade fairs and realized that the Brazilian market, with its exponential growth in the sector, is ready to embrace this innovation. The electric car is not just a new product; it brings with it an entire industry of accessories, chargers, batteries and sustainable solutions, such as solar energy. Eletrocar Show was created as a crucial platform to present these innovations, boost sales and promote zero carbon emissions, in line with Brazil’s clean energy sources.
What are the benefits of combining the Eletrolar Show with the Eletrocar Show?
The combination of the Eletrolar Show with the Eletrocar Show will bring together the B2B market in a comprehensive manner, including resellers, dealerships, retailers and opinion leaders. With the Eletrolar Show becoming a multi-sector and multi-channel trade show, it was only natural that the electric mobility industry, with the electric car as its highlight, would join this scenario. In addition, this union strengthens the ecosystem of automotive electronic products, such as car audio and auto parts, offering a complete view of the opportunities that this new industry has to offer.
What are the expectations for the first edition of the Eletrocar Show?
We are very optimistic. We have the support of several important entities in the sector, and our advertising and marketing strategy is focused on attracting a highly qualified audience interested in the electric mobility industry. We believe that this will be a transformative event, establishing the Eletrocar Show as the essential meeting point for the future of this industry in Brazil, which is just beginning to consolidate itself as a dominant player in the global market.
“The Eletrocar Show will showcase sustainable solutions for the mobility of people and products, integrating innovations in electric vehicles with the provision of efficient infrastructure and renewable energy sources.”
With your experience in the market, how do you see the evolution of the electric mobility sector?
It is undoubtedly a privilege to be part of this special moment in the sector, contributing to business development and promoting the implementation of solutions offered by electric mobility. Just as happened with the arrival of technology, the internet, mobile phones and, more recently, the connectivity of things (IoT), Eletrocar Show will highlight the benefits of this new evolution in mobility. This will allow us to highlight sustainable solutions for the mobility of people and products, integrating the innovations of electric vehicles with the offer of efficient infrastructure and renewable energy sources.
How is the project developing? What challenges have been faced?
This initiative by the Grupo Eletrolar is coming to Brazil at an extremely opportune time. The participation of companies and entrepreneurs in the market has been significant, meeting the demand for an annual event in the sector, organized with the professionalism and competence that the group has demonstrated throughout its almost 20 years of activity in trade fairs. We already have the institutional support of ABVE – Brazilian Association of Electric Vehicles, which represents the main companies and brings together the leaders of the electric mobility sector in Brazil, as well as the main companies and leaders of this dynamic economic sector, which is projected to grow rapidly in the coming years.
What are your expectations for the event, both in terms of attendance and impact on the electrified vehicle market?
For this first edition, we plan to present the largest event in the sector ever held in Latin America. With the expertise of the team we have assembled, we are confident of exhibiting more than 200 vehicles, counting on the participation of leading companies in the market and promoting a forum with leaders and entrepreneurs who will share success stories and the latest innovations in the sector. In addition, we will offer the largest test drive experience and educational workshops, addressing topics such as maintenance and repair for this mode of transport. Together with the business visitors of Eletrolar Show 2025 and the week of simultaneous events, we expect to bring together more than 40 thousand buyers, entrepreneurs and investors from all over Brazil and the main countries in Latin America.
“By covering all vehicle categories, from very light to heavy, we are creating a vibrant ecosystem to discuss the future and showcase innovations that will have a positive impact at a crucial time.”
What was it like entering this market to create the Eletrocar Show?
Recently, back in Brazil, I was invited by the Grupo Eletrolar to join the team responsible for launching a new trade show for the organization, an invitation that I accepted with enthusiasm. The opportunity to participate in an innovative project, together with a serious and renowned team, is extremely motivating for me. The electric vehicle market has shown itself to be increasingly relevant, bringing innovations in new energy sources, advanced engines, cutting-edge technology and connectivity. I am happy to return to Brazil at a time when the country is growing so much in this area, and I can contribute to a project that will make a big difference to the sector.
What will be the main attractions of the fair?
The Eletrocar Show aims to fill a specific niche in the market, offering a B2B fair that will connect the main manufacturers, assemblers and importers of electric vehicles with professional buyers in the sector. By covering all vehicle categories, from very light to heavy, we are creating a vibrant ecosystem to discuss the future and present innovations that will have a positive impact at a crucial time. Attendees will be able to enjoy the best that fairs have to offer, from the static display of new models, concepts and projects to the opportunity to try out electric vehicles on our test drive track, comparing the different technologies and solutions available on the market. During our Forum, the best experts in the market will bring innovative discussions about the future and trends in electric mobility.
What are the expectations for the event?
Since the official announcement during the Eletrolar Show 2024, the feedback has been extremely positive, with several companies interested in learning more about the event. Sharing space with the Eletrolar Show, which attracts an extremely qualified audience and has the experience of an excellent team, gives us the certainty that the first edition of the Eletrocar Show will be a great success. The moment for the sector could not be more favorable, with sales of electric vehicles growing and breaking records every month. We have solid support and a team fully aligned with the objectives of the event. With all this support, I can say that the Eletrocar Show will contribute significantly to the growth of the sector in the country.
“Hosting events of this type is essential to position the Distrito Anhembi as a reference center not only for business, but also for the advancement of sustainable and innovative practices.”
What makes the new pavilion unique?
The new Distrito Anhembi pavilion was designed to be one of the most versatile and modern event spaces in Latin America. The new structure has fully air-conditioned equipment, five exclusive entrances and acoustic dividers, as well as a marquee with food outlets and space for various activities for the public. Designed to improve the experience of visitors and exhibitors, it has a space dedicated to event logistics and another exclusively for the flow of visitors. The interior of the pavilion has more restroom options, a 100% level floor and a network of aerial points that meets the highest market demands. Not to mention the entire connection to the Distrito Anhembi, which comprises a central plaza for socializing and an expanded and renovated convention center.
How much was invested in the project?
The total investment in the Distrito Anhembi was approximately R$1.5 billion. This investment is part of a larger plan to transform the complex into a global reference for events, expanding and modernizing its facilities and increasing São Paulo’s capacity to attract major national and international events.
What are the expectations in terms of attendance and economic impact for the city of São Paulo next year?
The Distrito Anhembi is expected to generate around R$5 billion per year from 2025 onwards. In addition to attracting millions of visitors to events, the complex is also expected to generate jobs and income, consolidating the city as one of the main destinations for events and business in Latin America. It is important to consider the plurality of the Distrito Anhembi, which has three large event centers in a single space, attracting business fairs, congresses, conventions, lectures, entertainment and sports.
Why is it important to host an event focused on technology, innovation and sustainability?
Hosting events of this type is essential to position the Distrito Anhembi as a reference center not only for business, but also for the advancement of sustainable and innovative practices. The complex was designed with several sustainability initiatives, such as reducing carbon emissions, reusing water and using ecological materials, in addition to being in tune with market technologies to be a pioneer in implementing new solutions, such as the first smoke extraction system in Brazil. This aligns the space with current demands for environmental responsibility and innovation, attracting events that share these values and reinforcing São Paulo as a city committed to a sustainable and innovative future.
“My expectation is that the Eletrocar Show will become a catalyst for the democratization of electric mobility, bringing together all people evolved in an environment that promotes innovation and inclusion.”
With over two decades of experience, what was your journey in the electrified vehicle market like and how do you see the growth of this sector?
My journey in the automotive sector, especially in electric mobility, reflects the profound transformations we have undergone in the last 20 years. Just as we have seen music transformed by streaming and photography by digital, we are now in the midst of a revolution in mobility. Today, I lead Ideia5, one of the leading advertising, marketing and events agencies focused on technology, innovation and sustainable mobility. The growth of the electrified vehicle sector is inevitable in a world that seeks more sustainable solutions. Being on the front line of this change is something that motivates me every day, as I see how electric mobility is becoming an essential part of a more inclusive and sustainable future.
What do you expect from the first edition of the Eletrocar Show?
The Eletrocar Show 2025 promises to be a milestone in the sustainable mobility market in Brazil. I expect it to become a catalyst for the democratization of electric mobility, bringing together everyone involved in an environment that promotes innovation and inclusion. Just as music and photography have undergone disruptions, I believe that mobility is experiencing its own revolution, and events like the Eletrocar Show are essential to driving this change. Mobility, for me, is culture, and I see this event as a unique opportunity to connect the three pillars of sustainability – social, environmental and financial – in a way that is tangible and accessible to everyone.
What are the main challenges currently facing the electric vehicle industry? Can events like the Eletrocar Show help to overcome them?
The electric vehicle industry faces significant challenges, such as the need to expand charging infrastructure and make vehicles more affordable. In addition, regulations still need to evolve to support the growth of this market. However, I believe that events like the Eletrocar Show are crucial to overcoming these obstacles. By bringing together the main players in the industry, these events not only facilitate dialogue and the search for solutions, but also allow everyone to experience mobility in a more engaging way.
Fonte: Revista Eletrolar News ed. 162
