Daimler CEO Says Skipping 2019 Detroit Show Won’t Be Easy

Daimler chief executive Dieter Zetsche says the decision to skip the 2019 Detroit Auto Show with Mercedes-Benz wasn’t an easy one.

On the verge of the Geneva Motor Show, the German marque made the revelation about it dodging the most important event on the North American car calendar. Quizzed about the decision by Automotive News, Zetsche said skipping the show is only logical.

“I shouldn’t even have to answer the question; of course, it was [difficult]. And of course, [the decision] was not primarily made by me, but finally, I had to follow the rationale.”

The reason for the brand’s absence in Detroit next year is because it won’t have any new model launches to coincide with the event.

“This is not about the Detroit auto show; it’s about the 2019 auto show.

“In 2019, given the activities we were planning, given the cadence of the product launches, there was just no meaningful fit. But I very much expect in 2020 we will be back with some product launches,” Zetsche revealed.

Adding to this, Mercedes global sales boss and chief auto show strategist, Britta Seeger, said automakers can now be more selective with the car shows they attend.

“What’s happened in recent years is that there were so many new platforms where we could get into contact with customers we normally could not get interaction if we stayed in the auto shows.

“What are the cars we are launching, and does this fit the region where we are launching, and does it fit the overall marketing plan, and does the platform fit to the overall audience we are trying to attract?” Seeger said.