It is possible that the decision will not be permanent.
Mercedes-Benz skipped the Detroit Auto Show this year and the automaker plans to cancel another major American automotive event. A new report by Automotive News states that the three-pointed star producer won’t visit New York next year in order to reduce costs on auto shows. Instead, it will focus on digital and retail-based marketing strategies to attract new customers.
Our source says Mercedes may be considering skipping next year’s Los Angeles Auto Show, but it’s still too early to make a decision. Mercedes will be absent from the Tier 1 American events if the brand leaves the LA show. The NY show decision should not be considered permanent.
Mark Scheinberg, president of the New York International Auto Show, stated that they don’t know their long-term plans. “Brands change marketing strategies. We’ll hopefully hear from them next year.
Given that BMW also cancelled its attendance at the NY show, the Stuttgart-based marque’s decision is not surprising. Bavarians stated that the decision was motivated by a strategic shift to invest in experiential events and less static displays.
Scheinberg believes both brands should leave the show to be a blow for their dealers. The New York Auto Show attracts over 1 million people every year, with 72 percent of them expressing an interest in purchasing a new vehicle within the next 12 month.
Scheinberg said that dealers were very responsive to the news that Mercedes was going to skip the show. They thought it was absurd.