The automotive industry is one that faces serious innovation and possible disruption over the next few years and well into the 21st century. It’s also an industry that’s collided with more areas of consumer electronics than the typical consumer might realize. As such, IFA, the world’s largest consumer tech and home appliance show, and the Geneva International Motor Show have teamed up—along with Palexpo and Messe Berlin—to launch Shift AUTOMOTIVE, a new biannual convention.
Held twice a year in Berlin and Geneva, Shift AUTOMOTIVE will explore how new technologies are changing the way consumers think, live, and drive. The show will be cohosted alongside the Geneva International Motor Show, and IFA.
The launch of Shift AUTOMOTIVE will be marked by a keynote address during the Geneva International Motor Show—media days of which are underway now—by BlackBerry Chief Security Officer Alex Manea. Manea will outline how car manufacturers must secure autonomous and connected cars in order to win consumers’ trust.