So, who's next?
It’s not that automakers don’t like having displays at major auto shows, but the issue at hand is that these shows don’t have the same pay off they once did. Take Lamborghini, as yet another example. According to Car Magazine, the Italian supercar company has decided to opt out of the Paris Motor Show this October. This follows parent company Volkswagen's announcement that it won't be making it to the French show this year. Other automakers that also won’t be attending include Ford, Nissan and Infiniti. Paris isn’t the only show losing automakers.
Audi, BMW, and Mercedes-Benz have already announced they won’t be at Detroit next January. So why is this trend happening throughout the industry, regardless of country? Because automakers simply aren’t achieving the same bang for their bucks at these shows. The digital era, such as social media and other online avenues, has completely changed the way consumers receive information about new product. Another vital factor to consider are the insane costs involved. For example, a few years ago at Frankfurt Audi spent a reported $50 million or so on its display stand, which even had its own test track.
The fact that those major automakers, and now Lamborghini, are ditching Paris, a biannual show alternating with Frankfurt, speaks volumes because Paris is the world’s biggest car show by number of visitors. So, who will be at Paris? Major French brands like Citroen, Peugeot, and Renault will have a huge presence. Other Volkswagen Group brands will also be in attendance, including Audi, Porsche, Seat and Skoda. BMW is slated to reveal its next generation 3 Series and Porsche will pull the sheets off its all-new 911.