Both Mercedes-Benz and Renault will skip this year’s Busan International Motor Show in Korea.
The event in Busan is one of the country’s most important car shows and in 2018, no less than 19 brands took part, including 11 foreign car manufacturers. This year, just six brands have confirmed their participation at the event.
“Carmakers are now turning to online and large events such as the Consumer Electronics Show (CES) and other large motor shows, but are passive about participating in domestic expos,” an official from the show’s organizing committee told The Korea Times. “So we are trying to change the expo from a traditional exhibition to visitors getting more hands-on experience with the vehicles to be more appealing to the public.”
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Mercedes-Benz says it won’t participate in this year’s event as it does not fit with its current direction.
“We tend to take part in events that fit our concept and direction,” the carmaker said. “Last year, we took part in the Seoul International Motor Show and revealed our electrification strategy. However, to make up for our absence, we are scheduled to host several CSR activities and are planning other events in Busan.”
Renault blamed its absence on “financial difficulties” and said it “will try our best to attend the next event.”
Speaking with The Korea Times, the Korea Automobile Importers & Distributors Association acknowledged that the automotive industry and motor shows are undergoing rapid changes.
“The automotive industry is undergoing a paradigm shift, both here and abroad, with changes in the exhibition and marketing fields also accelerating due to the COVID-19 pandemic, and the motor show is also going through a transition period,” the association said. “As the motor show is still the ‘flower’ of the car industry, it is an important place where brands and consumers meet, so both the show’s organizers and the brands are seeking change.”
