The past few years have seen various automakers pull out of the Detroit Auto Show due to them figuring out better ways to spend their marketing dollars. This year alone saw Jaguar, Land Rover, Mazda, and Porsche be no-shows. Mitsubishi and Volvo were there in a small capacity, but due to the local dealers putting up a display. There could be another automaker joining the no-shows next year.
Automotive News has learned from a senior executive source at Mercedes-Benz that the German automaker may withdraw for the 2019 edition.
"We have to look at whether a trade show like Detroit fits with the cadence of our launch calendar and whether there's a more effective format for our needs. The G class was the perfect product to debut this year, but the likelihood we will be in Detroit next January is very slim. That doesn't mean however we are ruling out a return in 2020," the source said.
A source at Mercedes' parent company Diamler casts further doubt of Mercedes-Benz making a return to Detroit.
"With the number of models we have there's always a new car waiting to be launched. That's not the reason. Trade shows were designed so potential customers could easily compare prices across brands in one day, but this is no longer contemporary," said the source.
"Once you make the decision you're out, why go back?"
Like many automakers, Mercedes-Benz has been looking at different ways to debut models and reach consumers. Such methods have included off-site showings and holding their own events.
Source: Automotive News (Subscription Required)
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