It'll have the German brand spotlight all to itself.
Over the past several weeks, we’ve learned both Mercedes-Benz and BMW will not be presenting at the 2019 Detroit Auto Show. Obviously this concerns show organizers because already several big names have ditched the Motor City, including Jaguar Land Rover, Porsche, Mazda and Volvo. With both of that big German brands now out, though both could return for 2020, what’s the story with a certain other major automaker from Germany? That would be Volkswagen, obviously. Question is, will it also bail out of Detroit? Nope.
Autoblog learned directly from Hinrich Woebcken, CEO of Volkswagen North America, that VW will absolutely take part in next year’s show. “We decided to attend the next Detroit motor show next year,” Woebcken said. “We have no plans to reduce our U.S. motor show participation.” This makes sense considering Volkswagen is more of a mainstream non-luxury brand, though its Audi division competes directly with those aforementioned automakers. Chances are Audi will be present at Detroit as well and could capitalize on the fact its main competition is absent. Volkswagen just unveiled two concepts at the New York Auto Show, the Atlas Tanoak mid-size pickup truck and the Atlas Cross Sport Concept.
These are clearly further proof of VW’s commitment to the US and its desire for increased market share. But why, exactly, are Mercedes and BMW not coming to Detroit 2019? Because auto shows are expensive for automakers. They wind up spending tens of millions of dollars per show and there are countless logistics headaches. Considering the Consumer Electronics Show (CES) happens only a week earlier in January, some automakers prefer to do just one show. Also, both Mercedes and BMW said they’ll have nothing new to show next January, so why bother spending all that money? Makes little to no sense.