Since in the year 1898 opened its doors the first Paris motor show it has rained a lot. These spaces have been the place chosen by the manufacturers car for to make public their releases, prototypes and technological advances. However with the evolution experienced by the sector, many of them have fallen into disgrace or have become biennial to not overlap with other important.
This situation we live in Spain with the halls of Madrid and Barcelona. Initially these were annual until it decided to switch its opening, for in this way you have all the years a relevant quote in the country, and so attract to the sector. However the huge economic costs for brands to be present in these classrooms, many times have to decide what they want to be, and what to avoid to not end up with the budget allocated to these pursuits.
The next year will be opened, as usual, with the Auto Show in Detroit, but this will be followed by a few more. In Europe the Auto Show in Frankfurt is beginning to emerge as an extremely important appointment, however there are already firms that have communicated that they will not be present. The signature gala Peugeot has been reported that in 2017 will not attend this event car.
According to director of marketing, Guillaume Couzy, Peugeot wants to reduce the budget allocated to the auto shows to focus on other alternatives of advertising. One of these alternatives is the expansion of its advertising and digital communication. The firm believes that the new communication will follow this path and therefore have to adapt to what future generations expect from the brands. In addition, he has also commented that there is no sense its presence in Germany due to the low participation (quota) in the German market.
With this change of trend is confirmed that the marks already are not interested to participate in classrooms of traditional cut. The trend is changing towards the presence at technology fairs (the Consumer Electronics Show (CES) in las Vegas is a good example) because the leap that has given the technology and their massive inclusion in the cars has done that vehicles have become viewed as a technological component more as a means of transport.
Will have to be aware of the movements that made the rest of the brands on the scene already that would not be the first time that more than one decides to stay at home to go to other places less familiar to them.
Source – PSA (Peugeot, Citroën and DS)
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