In an article for The Associated Press, Navigant Research discussed why automakers absence at recent auto shows is part of a larger global trend
Large companies including BMW, Mercedes, Porsche, Audi, and Mazda are not attending this year’s North American International Auto Show, a bigger pattern experienced by auto shows globally. Companies are instead channeling resources into larger solo events and digital campaigns that directly touch consumers.
In an article for The Associated Press, Sam Abuelsamid, senior research analyst at Navigant Research, discussed why this move to explore other promotional paths isn’t exclusive to auto shows, but is happening in industries around the world.
"Big companies are increasingly moving toward getting away from announcing new products, making major announcements ... where they're fighting for attention with 15-20 other companies and (instead) doing stand-alone events," said Abuelsamid.
In contrast, many automakers are balancing their participation with other events to optimize exposure. While show organizers are retooling to stay relevant to automakers by installing indoor and outdoor test tracks, changing show dates, and collecting data on visitors.