Brands that will skip next month’s Frankfurt auto show include Alfa Romeo, DS, FIAT, Infiniti, Jeep, Mitsubishi, Nissan, Peugeot and Volvo that account for 20% of all sales in Europe.
Automakers are making the change because it’s becoming increasingly difficult for their brands to justify the huge amount of money spent to take part in a major auto show when they measure that investment against the perceived effect on sales.
The static, hands-off nature of auto shows held in convention centers is being challenged by more vibrant outdoor events that provide more entertainment for potential customers. At the Goodwood Festival of Speed, brands set up their stands in a parkland setting and attempt to lure show-goers who are primarily there to see historically significant racecars driven at high speeds by famous drivers.
Car manufacturers are very keen to find different ways of showing their products and the same can be seen in Malaysia with carnivals, racing programs and shopping mall events.