After a year of absence, the Brussels Motor Show returned and had the opening of its 101th edition Friday January 10th. From 10 to 19 January 2025, virtually all players in the sector welcome theircustomers, interested prospects and the general public at the Brussels Heysel, for an absolute five-star edition of the much-loved Brussels Motor Show. The main theme of the show was “Find your drive, drive your life’.
Our first goal on the Brussels Motor Show was, what a surprise, Hall 11, complete leased by the Belgian Porsche importer D’Ieteren. The historians among you will know D’Ieteren has a long relationship with Porsche, even building bodies for the Porsche 356 decades ago. Next to Porsche, D’Ieteren imports other brands in Belgium too.. Bugatti, Bentley, Lamborghini, Cuprac, Volkswagen, Skoda, Seat, Audi, and Rimac. The last one has a connection to Porsche too, since they are a major shareholder of the Croatian supercar constructor and are in a joint-venture with Bugatti. No better way to emphasize this as in the showcasing of the Rimac Nevera R and a Bugatti circuit prototype.


We hoped in vain the brand new Porsche 911 Carrera S, that was presented just 2 days before the opening of the Brussels Motor Show, would celebrate its Belgian premiere. Liana Picard, press and PR manager Porsche Belgium, confirmed us we have to have a few more months of patience before this car would hit the Belgian market. Picard emphasized to us the importance of the Brussels Motor Show on the European Car Market and told us they wanted to show the new products to the public. That explained why no Boxster or Cayman in their booth. The electrification of Porsche’s mid-engine model range is postponed, and since no news was to be told about these models, they were just not shown. Picard was very enthusiast about the 911 Targa Carrera GTS with the T-hybrid technology they could show.
The Porsches (slideshow)
Even though we usualy only report on Porsche, it is impossible to dedicate an article on the Brussels Motor Show and just tell you about Porsche. So apart from our picture gallery underneath, we can tell you that the Chinese influence on the European car market was clearly visible. The presence of brands like Hongqi, Ineos, Jaecoo and Xpeng tells us all. And, despite not being a fan of the electrification and begin sceptical about the Chinese cars, I must admit I was pleasantly surprised by the price / quality ratio they offer. It will not be easy for the European brands to go into competion with these cars, as they seem to have a clear lead when it comes to electric cars for an affordable price.
Car of the year 2025

No title enjoys as much prestige in the European and international automotive world as Car
of the Year. Indeed, the leading award has been around since 1964 (!) and is awarded after a thorough evaluation by 59 specialised journalists from 23 different countries. A title with the greatest international allure, then, and for the second time the organisation chooses the Brussels Motor Show as the setting to award this hard-won trophy! The Renault 5 (along with the Alpine A290) has become the Car Of The Year 2025. More information at www.caroftheyear.org.
Picture gallery Brussels Motor Show 2025 (slideshow)
More information and tickets at https://autosalon.be/en