Mercedes-Benz may pullout of presenting in next year’s North American International Auto Show next year. If true, the company will be joining other brands such as Jaguar Land Rover, Mazda and Volvo in sitting out the biggest trade show of the year in North America.
News of the possible pullout is not yet official from Daimler AG, but coming from an unnamed executive at Mercedes-Benz who spoke to Automotive News.
“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 executive told Automotive News. He went on to call the odds of a Mercedes display at the 2019 show “very slim.”
Ironically this year’s show was a fairly big deal for the German brand. Mercedes used the show as a platform for the global debut of its all-new, iconic G Class SUV and new lineup of AMG 53 series cars. In fact, the company leased a large offsite event space in downtown Detroit specifically for the G reveal.
In recent years several automakers have had to make judgement calls as to whether or not participation in auto shows is worth their marketing spend. As the media landscape digitalizes, the effectiveness of the shows is likely under question within the bowls of many automakers, including Mercedes-Benz.