Auto shows were already under threat before the coronavirus pandemic and it appears Lamborghini has decided they’re no longer worth attending.
In an interview with Autocar India, Lamborghini’s chief marketing and communications officer, Katia Bassi, said: “We decided to abandon the motor shows because we increasingly believe that to have an intimate relationship with the customer is key and motor shows are no longer aligned with our philosophy.”
While Lamborghinis will no longer grace the stage at major auto shows, the company isn’t giving up on events altogether. Instead, they’ll reportedly focus on the Goodwood Festival of Speed and the Pebble Beach Concours d’Elegance. These events have been turning into mini auto shows, as a number of companies have staged global debuts at them.
Lamborghini is also eyeing so-called “curated events” which will enable them to “reconnect physically with customers through special evenings and experiences.” They sound like intimate affairs designed specifically for owners.
The news is the latest blow for auto shows, which have been reeling as automakers increasingly turn to special events and the internet to launch new models. This has caused shows to mix things up as Detroit’s North American International Auto Show moved to June and the Frankfurt Motor Show is ditching its title city for Munich in 2021.
Automakers have also been skipping once high-profile shows in increasing numbers. While companies have been passing on the North American International Auto Show for years, Audi and Mercedes dropped out of the 2020 New York Auto Show before it was postponed and ultimately cancelled.
International shows have also seen a drop in automaker attendance as Opel and Peugeot skipped the 2020 Geneva Motor Show that was cancelled at the last minute due to the coronavirus pandemic. Volkswagen also suggested it wouldn’t attend the 2020 Paris Motor Show which, because of the pandemic, won’t continue in its “current form.”
