Stellantis brands Jeep, Dodge, Chrysler, Alfa Romeo, and Ram won’t be participating in the 2024 Chicago Auto Show as the automaker is withdrawing from auto shows in both Canada and the United States. This decision is attributed to the ‘challenging automotive market in North America’. As a result, local dealers will decide whether the automaker’s vehicles will be featured at smaller regional events.
With waning attendance rates and high costs, motor shows have been struggling for years, leading many automakers to completely opt out of large-scale events. Then, the pandemic cast serious doubt on whether vehicle expositions could even survive.
“With a focus on preserving business fundamentals to mitigate the impact of a challenging U.S. automotive market, Stellantis is working to optimize its marketing strategy as it relates to auto shows,” a Stellantis spokesperson told Autonews. “To be as efficient as possible in our media spend, we are evaluating participation in auto shows on a case-by-case basis, while prioritizing opportunities for consumers to experience our vehicles firsthand.”
Read: BMW, Mercedes, VW, Audi Will Be No-Shows At Geneva 2024
However, Stellantis notes that dealers still have the option to participate in regional events. This means that the automaker will maintain a presence at the Canadian International Auto Show (CIAS) in Toronto but will have minimal presence at the Houston Auto Show.
Although Stellantis will have no static displays in Texas, nor will it set up its popular Camp Jeep and Ram test tracks, local dealers will provide vehicles for an outdoor ride and drive program.
Meanwhile, Toronto area dealers will fund a static display at the CIAS. Last year, the Canadian show was held for the first time since the COVID-19 pandemic, and it attracted more than 350,000 attendees, making it the third-most successful event in the show’s 50-year history.
Stellantis’ choice isn’t just about attendance; it also stems from the aftermath of last fall’s UAW strike. The automaker withdrew from the SEMA show in October, the LA Auto Show in November, and next week’s popular 2024 Consumer Electronics Show (CES) event in Las Vegas to trim expenses as part of its strike contingency plan,
While the organizers of events like the Houston auto show hope that Stellantis’ absence is only temporary, it remains to be seen if the auto show format can survive in a digital world.
