Is the Auto Show Dead?
News Emerged this week that Mercedes-Benz may pull out of the International Auto Show in Detroit next year making it the largest automaker to announce its withdrawal.
Via Automotive News:
"We have to look at whether a trade show like Detroit fits with the cadence of our launch calendar and whether there's a more effective format for our needs," said a senior Mercedes executive close to the plans. "The G class was the perfect product to debut this year, but the likelihood we will be in Detroit next January is very slim. That doesn't mean however we are ruling out a return in 2020."
A withdrawal by Mercedes would join other brands such as Mazda, Volvo, Porsche, Jaguar and Land Rover that have pulled out of the Detroit show in recent years.
The auto industry is changing as the traditional methods of viewing the latest and greatest car technology have become high investment and low return ventures. Car makers are seeking alternative ways of unveiling their latest cars that don't require the investment and space needed for an auto show. Previously, the auto show was one of the last places a consumer could gawk, touch and smell a new car without a high-pressure salesman hovering nearby. In our technology focuses modern lives the internet coupled with apps and interactive presentations allow the car consumer to learn almost everything one can about car without actually having to see it in person. This has no doubt made automakers reevalute how they promote their product.