In recent years, international motor shows have seen a drop in attendance. Faced with this observation, more and more manufacturers are no longer participating in these large-scale events.
Find out what are the factors behind these declines in attendance and what solutions the major automotive masses plan to adopt to attract the public.
Drop in attendance and absence of several manufacturers
The big international fairs intended to promote the automobile industry like those of Geneva, Frankfurt or Detroit are less popular. The reason for this drop in traffic is mainly due to the Internet. As there are now always leaks before the presentation of a new model, it is no longer necessary to wait for the official presentation at trade fairs.
Car manufacturers choose different modes of communication outside the traditional circuit of international trade fairs by organizing, for example, private and filmed events in the presence of guests passionate about auto mechanics, handpicked.
Here is an example in the video below, with the preview of the 2018 BMW M8 at GamesCom in Cologne, Germany. This model was also subsequently presented to the general public through the Need For Speed Payback game.
Finally, with the emergence of artificial intelligence and new technologies, the unveiling of autonomous concepts or semi-autonomous vehicles is now taking place at the Consumer Electronics Show (CES) in Las Vegas. In Detroit, 12 manufacturers have decided not to participate in the show this year. Among them, three industry giants (Mercedes, BMW and Audi) have chosen CES to present their new products.
In order to continue to attract manufacturers and the public, major international trade fairs should undergo major transformations. This is the case of the Detroit Auto Show, which recently decided to change the date and location of its next edition, and to add a host of activities and attractions related to the automobile. It is still too early to know if this strategy will bear fruit.
What about auto shows in Canada?
Our students who aspire to become mechanics may have had the opportunity to go to the Montreal Auto Show or Toronto this year, and to see their strong attendance. As popular as ever, these consumer-centric lounges bring together most car manufacturers under one roof and are very handy for shopping for a new vehicle. The country’s six largest auto shows welcome nearly 80,000 potential customers each year. The manufacturers have every interest in continuing to be there and do not plan, to date, not to participate in the next editions which will take place during 2019.