After its 2025 comeback, the São Paulo Motor Show confirms the 2027 edition and drives Brazil’s scenography and stand building sector.
Major Latin American auto show returns
After a seven-year break, the region’s largest automotive event returned to the calendar in 2025 and now has a new date. The 2027 São Paulo Motor Show will take place from 30 October to 7 November, once again at the Anhembi District, in São Paulo, reinforcing its strategic role for the industry.
The 2025 edition delivered impressive results. Over ten days, the show attracted 516,000 visitors and brought together around 25 automakers, including traditional manufacturers and new brands. There was also strong international presence and launches ranging from popular models to electric vehicles and SUVs.
This performance consolidated the event as a strategic platform for business, innovation and consumer engagement. Therefore, confirmation of the 2027 edition signals renewed confidence from the automotive and events sector in the long-term future of the show.
Scenography and stand market heating up
The announcement of the 2027 Motor Show was also welcomed by ABRACE (Brazilian Association of Scenography and Stands). The entity highlights the show’s impact on the entire chain linked to scenography, design and stand construction, segments that gained momentum with the event’s return.
According to Sula Costa, ABRACE’s deputy executive director, the Motor Show represents a major boost for the sector. She notes that the event drives business, stimulates creativity and offers the public an experience that uniquely connects emotion, technology and brand.
The specialist explains that the show acts as a catalyst for suppliers, scenography studios and stand-building companies. In addition, it strengthens the ecosystem of large events, opening opportunities for professionals in creative industries, technical services and live marketing.
Immersive scenography was a highlight in 2025
Scenography was one of the main highlights in 2025. The organizers invested in immersive structures, strategic lighting, smart signage and interactive areas. As a result, the layout improved visitor comfort and circulation while enhancing the overall experience inside the Anhembi pavilions.
Each stand was designed to reinforce brand identity and turn the visit into a sensory journey. The concept brought the audience closer to the new vehicles and technologies, allowing more meaningful interaction with the products and concepts presented by participating manufacturers.
For Sula Costa, scenography builds narratives and creates emotional connections. At the São Paulo Motor Show, it ensures that visitors not only see the launches, but truly experience the automotive universe. It also encourages people to record and share content on social networks, expanding the show’s reach.
Automakers already confirmed for 2027
The 2027 edition already has a strong line-up of confirmed automakers, reinforcing the diversity of the exhibition. Brands such as Caoa Chery, Caoa Changan, Hyundai, Renault, Stellantis and all its brands, Toyota, Kia, Omoda & Jaecoo, GAC and Suzuki Motos have confirmed their participation.
Manufacturers Honda and Mitsubishi Motors have also expressed interest in returning, although their participation is still under evaluation. The presence of this group of exhibitors strengthens expectations for a broader, more technological and competitive edition in 2027.
With this line-up, the 2027 São Paulo Motor Show is expected to highlight trends such as electrification, connectivity and new mobility models. At the same time, it opens room for more interactive exhibition concepts that combine design, digital content and immersive experiences at the stands.
Main showcase for Latin American industry
The organizers aim to surpass 2025 results and further consolidate the show as the leading automotive showcase in Latin America. The event promises renewed infrastructure, expanded programming and a strategic scenography concept designed to enhance the visitor experience.
With a strong focus on innovation and relationship building, the Motor Show maintains its commitment to bringing together automakers, suppliers, media and consumers. Thus, it remains a key environment for vehicle launches, technology demonstrations and brand-building actions.
About ABRACE and its role
Founded in 2011, ABRACE (Brazilian Association of Scenography and Stands) is the main representative body for stand-building and scenography companies in Brazil. The association focuses on professional recognition, ethical business relations and strengthening the events production chain.
ABRACE created the Scenography Briefing, an unprecedented document that guides exhibitors and organizers in hiring more strategic and safe scenography projects. It also helps align creative proposals with brand objectives, promoting efficiency and quality in event environments.
The association works closely with entities such as ABNT, CREA/CAU and the Ministry of Labour to develop regulations for the sector. It is a national reference on governance, sustainability and copyright issues in scenography, contributing to a more responsible events industry.
ABRACE also helped create, alongside other organizations in the Brazilian exhibition system, the MICE Segment Charter of Principles and Conduct and the Manual of Practices and Guidelines for Decent Work in Events. In this way, it promotes ethical standards and better working conditions across the entire value chain.
