From IBW to Generation Speed: Martin da Costa explains leap to car culture
Based on an interaction done by Arpit Mahendra.
With the popularity of the India Bike Week (IBW) cementing its place as the country’s premier motorcycling festival, the team behind it is now gearing up for Generation Speed, a new event dedicated to car lovers. Speaking to TOI Auto, Martin da Costa, Founder and CEO of Seventy Event Media Group, shared the thought process behind launching this festival and what makes it different from IBW.
According to Martin, the event is set to be a game-changer in the Indian automotive scene. “We’ve got over 500 cars lined up, from the latest supercars to vintage classics,” he shares. The festival will not only feature an impressive car lineup but also include races with some of the 200 selected cars. “The quality of these cars will just keep getting better year after year,” Martin says, hinting at the long-term vision for the event.
“I’m looking forward to the racing, especially with the 200 cars we’ve selected from across India. It’s going to be competitive,” he noted.
Speaking about the interest shown by the audiences Martin revealed that “Just in the last month, the content we’re putting out has got over 1.7 million views. This is twice the size of India Bike Week. It seems to make sense just to do it from that perspective.”
Generation Speed: The festival’s format
Unlike traditional automotive expos, Generation Speed aims to create a dynamic experience with over 65 different events happening simultaneously. Da Costa describes it as a village of motorsport and car culture, where every house offers something new: racing, exhibitions, stunt shows, interactive activities, and even an automotive playground for kids.
“We’re putting spotters in the parking lots. If we see something cool, we’ll pull it into the festival, maybe even onto the track,” he adds. “The idea is to keep evolving, just like IBW did.”
The motorsports debate: When will India catch up?
Despite India’s growing car culture, motorsports still struggles to gain mainstream traction. Many believe it has been in a ‘developing stage’ for too long, but da Costa remains optimistic.
“It’ll happen when India gets a Formula 1 driver who starts winning, or if we see an Indian team competing at the highest level,” he explains. “But let’s not forget, this is all still new. When I moved here in 1995, my first car was a Contessa, and there were only five options in the market. Now, we have multiple racetracks and young talent emerging.”
The Dakar Rally has already seen a strong Indian presence, and with new racetracks being built, including one outside Mumbai, the future of motorsports in India is looking promising.
Generation Speed: What to expect
At Generation Speed, car enthusiasts can look forward to a range of exciting highlights. Vintage cars will not just be displayed but will also race on the track, making it a unique spectacle. The event will feature 200 of the best and most unique cars in India, handpicked for their power and design. Both professionals and enthusiasts will compete in intense autocross and racing events. There will also be a showcase of over 100 modified and performance-tuned cars, many custom-built for speed. There will also be a collection of supercars and hypercars, many of which will also hit the track. The festival will also have plenty of family-friendly attractions, including kids’ play zones and interactive exhibits.
As for the crowd turnover, Martin said that since it’s the first year “we’re expecting around 10,000 people but I think it will grow exponentially and I expect the numbers to reach 50-60,000 in the next five years.”
Generation Speed isn’t just a one-time event, it’s a long-term vision. Much like IBW, which started small and then exploded in popularity, da Costa believes this festival will evolve with time. “The first year is always a challenge, but build it, and people will come,” he concluded.
