Jeep has joined a growing list of automakers that have opted out of participating in this year’s Frankfurt Motor Show in September.
The Frankfurt show, which is typically one of the world’s largest auto shows and sees the debut of a raft of new product, has lost the participation of Nissan, Infiniti, DS, Peugeot, Mitsubishi and Volvo for 2017. In addition to Jeep, Fiat Chrysler has also elected to pull its Fiat and Alfa Romeo brands from Frankfurt this year.
It’s not clear why FCA has mostly pulled out of Frankfurt, however the move is representative of a common theme in today’s automotive landscape. Marketing on social media and elsewhere on the internet has taken precedent over traditional forms of promotion such as auto shows. Most automakers would rather spend money of social media and web promotions than on an auto show booth and if the show may have a poor return on investment, automakers are likely to opt out.
Just because FCA won’t be at Frankfurt doesn’t mean the automaker has lost hope on auto shows. Certain shows carry differing levels of importance to different automakers and FCA, along with PSA Peugeot Citroen and Renault-Nissan, have simply deemed the Frankfurt show not relevant to their interests this time around.
“Naturally we regret when individual exhibitors will not be in Frankfurt this time. The reasons are varying and each specific to the company, but mainly connected to financial or corporate policies,” managing director of Germany’s VDA industry association, Klaus Braeunig, told Automotive News. “These exhibitors however have all spoken out in favor of strong automotive trade shows and are open to returning in the future.”