There’s an ongoing trend – seemingly worrisome for the event organizers – of automakers ditching major automotive shows, and the Frankfurt Motor Show is no exception.
We’re gearing up for the automotive fest that is expected to shape up in Frankfurt in just a few short weeks – and the 2017 IAA Frankfurt Motor Show is certainly one of the most important such events on the mappemonde. We’ve been used to see every single automaker take part – but unfortunately this is not the case anymore, a trend that has been present at Detroit and Paris as well, among others. According to a recent report, there are several no shows this year – DS, Infiniti, Peugeot, Jeep, Fiat, Alfa Romeo, Mitsubishi, Volvo, and Nissan – and this is a major absence, since combined they represent about 20 percent of European deliveries.
The reasons are complex – cost is of course a major factor, since preparations and participation at such extensive events has never been cheap. It seems specialists think managers have trouble justifying the huge cost impact versus the effect on sales. The other effect in play is the effect of alternative research and sales channels – auto manufacturers are now interacting directly with their customers through social media and other events. Then there’s the effect of home turf – German automakers have a powerful stance at home, and this works as well for the French and Japanese, who usually impress in Paris and Tokyo.