Visitors of the 2016 Paris Auto Show need not search for the Aston Martin, Ford, Rolls-Royce, or Volvo stands, since they have decided to skip the event.
What was once considered as a sign of possible trouble and an ultimate strategy to cut down on expenses has, according to according to AutoNews, become a strategic choice by companies that choose to reach out to consumers via social media and blogs instead.
Volvo will market more directly to buyers by skipping the event, Ford is setting up one-day test drives across the country, Rolls-Royce turned to fashion viewings, cocktail parties and test drives this summer, some of which were tailored for bloggers, and Aston Martin is simply moving on.
“There used to be the feeling that you had to be at every motor show. But there are sometimes better ways of doing it than just always spending money on show after show after show“, said Aston Martin’s chief, Andy Palmer.
Lamborghini might find themselves saying ‘no’ to other major automotive events in the future, as it was revealed by a spokesperson in an email sent to AutoNews: “We are revising our strategy. The world is continuously changing“, the official wrote, adding that the company “intends to anticipate these changes.“
These statements are backed up by the fact that foot traffic doesn’t necessarily mean sales, despite the 2014th edition of the Paris show attracted 1.25 million visitors, which made it the most popular event in the industry, and Frankfurt reported a rise in ticket sales last year, compared to the previous edition. On the other side of the Atlantic, the 2016 Detroit Motor Show recorded the best attendance since 2003 and noted more than 815,000 visitors, in 2016.
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