Frankfurt Auto Show will miss some glitter as Jeep, Volvo, Fiat Alfa Romeo, Nissan, Peugeot will skip the event
2017 Frankfurt Auto Show is likely to lose some glitter as several global car majors are expected to skip the upcoming event. The auto manufacturers that will skip the event include Volvo, Alfa Romeo, Fiat, Infiniti, Jeep, Fiat, Nissan, Mitsubishi, Peugeot etc. The absentees at the upcoming event account for 20% of total sales in Europe.
A major reason behind the decision to skip the event is realigning investment. As the major auto manufacturers need to invest a huge amount of money to participate in the big auto shows, the brands are focusing to take part in smaller and more diverse interactive shows like the Goodwood Festival of Speed in UK. Such outdoor events provide more entertainment to the potential buyers rather than the conventional auto shows.
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While the traditional auto shows still draw larger number of visitors compared to the events like Goodwood Festival of Speed, the companies are taking social media platforms to engage the potential customers. The social media is playing a great role for the automobile brands in engaging with the potential buyers, as new generation customers love to do online research before buying a car.
The automakers are cutting down the budget for auto shows as well. Another interesting and new trend is that the auto giants are opting to organise their own events. For instance, Jaguar Art of Performance tour took place in USA and UK. These mobile events helped across the countries offering the potential customers a chance to drive new cars.
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American auto giant Ford organised Go Further event and through this it introduced new cars to the media and dealers. Audi too organised similar event and recently at an event in Barcelona it revealed the A8 flagship sedan. As the automakers claim, such personalised events focus on one single brand and cuts out the noise of auto shows where several automobile brands jostle for attention of the buyers and thus the communication gets troubled.