Audi is choosing its battles.
New York is a highly anticipated and popular show for high-profile automotive companies. Expect to see the latest and greatest products from the manufacturers you love. Except for Audi. Bavaria’s latest four-ringed carmaker joins the ranks of BMW and Mercedes-Benz . Automotive News reported the story, and Audi of America confirmed it through its official channels on Friday, January 10.
Tara Rush, Audi of America’s chief communication officer, confirmed that the company had not made the announcement. She stated that the Audi brand has “importantly reviewed the way we bring the Audi experience alive and present our new products and innovations for media and customers.” While it is true that participation in the biggest US auto shows can be expensive, does this justify giving up at least one million people per year? Audi claims that it will continue to evaluate each auto show on an individual basis and determine if they provide the best platform for U.S. premieres of our future models. This could be just a matter of tightening their belts or reorganizing their priorities. But it is clear that the controversies had an impact on all fronts.
The show organizers were informed about the decision by Audi of America about a month prior and have been working with local Audi dealers to create a plan for keeping some Audi presence on the floor. Mark Schienberg, president and CEO of the Greater New York Automobile Dealers Association said that Audi’s decision to withdraw from the show was a disappointment for the dealers who directly benefit from its participation. It’s an important market. The New York [metro] area is the No. 1 market for Audi. “That’s what caught us off guard,” Schienberg stated. You’re giving up a show which brings in a million people.