Hace poco menos de un año, varias marcas de automóviles se acercaron al Salón del Automóvil de París. Además, su gemelo, el Salón del Automóvil de Frankfurt, también está siendo dejados en el polvo por los principales fabricantes de automóviles, ahora en 2017.

It’s becoming increasingly regular for automakers to forgo the hustle and bustle of a conventional automobile expo for mostly showcasing vehicles at private events or even places like the Feria de electrónica de consumo.

¿Qué fabricantes no asistirán al Salón del Automóvil de Frankfurt?

Nueve grupos destacados evitarán el Salón del Automóvil de Frankfurt en un par de semanas. Entre ellos se encuentran Fíat, Alfa Romeo, DS, Infiniti, Jeep, Mitsubishi, Nissan, Peugeot, and VolvoAutomotive News Europe informó originalmente esta información.

Many insiders speculate that automakers fear going unnoticed among an ocean of contenders at the traditional auto show. Many automakers are on the record as not seeing any real effect with regard to sales/deals from Auto Show promotions.

Alternativas a los salones del automóvil de los fabricantes de automóviles

Estas medidas se producen en un momento en que los fabricantes de automóviles se están volcando cada vez más en eventos privados. Muchos han optado por utilizar eventos automovilísticos más generales, como el Festival de la Velocidad de Goodwood. Según Automotive News, a los fabricantes de automóviles les está resultando más difícil afrontar el coste de las exposiciones en eventos como el de Frankfurt. El experto jefe de IHS Markit, Ian Fletcher, sostiene que el auge de Internet y su facilidad de uso también han contribuido a la disminución de la dependencia de los salones del automóvil tradicionales.

Automobile fairs like the Goodwood Festival of Speed tend to be more “hands-off” in nature. Meanwhile, traditional auto shows are stricter. Open-air occasions like those have been noted by attendees and industry insiders as more engaging & communal. They also tend to give automakers awesome chances to share content via web-based networking media.

It seems to cost less, too. Renault apparently spent just $1.3 million at Goodwood this year, or approximately three times less than the cost of registering for an international auto show.

¿Por qué no asistir al Salón del Automóvil de Frankfurt?

They hold the Frankfurt Motor Show twice per year. They alternate each year with the Paris Motor Show. A year ago, some automakers skipped out. Ford declined, and their reps said they preferred to concentrate on tech events like the Mobile World Congress in Barcelona, Spain. And then, Volvo said “pass” and that they needed to push a new direct market advertising campaign and system.

Automakers prefer to make their own buzz. Look at how Jaguar created their special occasions. One such instance was the Jaguar Art of Performance Tour. That even allowed clients in the U.S. and U.K. to drive their newest vehicles. Later, Audi held its own occasion in Barcelona to launch their latest A8, with a representative saying the occasion relieves the hype that comes with a typical launch.

Of course, that later point is perhaps the most critical motivation behind why Automotive brands are quitting car shows. So, automakers get lost in the conversation. This is especially troubling if you’re not a German brand at Frankfurt, where VW, BMW, and Daimler show generally overwhelm the buzz.