As the automotive industry is moving into the digital era, international auto shows are no longer seen by automakers as attractive for promoting new vehicles and technology.
This was proved over the last few years, when different automakers declined to participate to various events across the globe.
More recently, Aston Martin, Bentley, Ford, Lamborghini, Rolls-Royce, and Volvo chose not to attend the 2016 Paris Auto Show, while Porsche said that it would not spend a cent of their revenue on bringing cars to the 2017 Detroit Auto Show, focusing on reallocating resources to the NY and LA events instead.
With approximately nine months left until the 2017 Frankfurt Motor Show opens its gates, Peugeot is following a similar path by announcing, through its Marketing Director, Guillaume Couzy, that it won’t be attending the German event.
The company says that, instead of attending Frankfurt, they will redirect more money from the communication budget to digital platforms for promoting their models. The decision is also justified by the brand’s 1.7 percent market share in Germany.
“[We will focus on] the events that enhance the ability to try the cars. This leads to choices that are sometimes a bit radical, such as the decision not to go to the Frankfurt show in 2017“, Couzy said, cited by Autoactu.
Additionally, besides missing on the 2017 Frankfurt Motor Show, Peugeot’s chiefs have yet to determine whether the company will attend the 2018 Paris Auto Show.
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