Stellantis is steering clear of 2024 auto shows in North America, redirecting its marketing strategies amidst market challenges.
According to Automotive News Canada, Stellantis is refining its marketing strategy to better align with the current automotive market dynamics in North America. This recalibration aims to preserve the company's business fundamentals in a challenging economic environment. A representative from Stellantis explained the primary goal is to optimize the company's presence and impact at these events, implicitly acknowledging the need for cost-saving measures in light of slower sales.
Stellantis' absence from prominent auto shows is not entirely unprecedented. The company previously skipped events like the Los Angeles Auto Show and the SEMA Show. The decision for the latter was attributed to the financial impact of the United Auto Workers' strike against Detroit automakers.
The shift in Stellantis' approach also affects its participation in the Consumer Electronics Show (CES) in Las Vegas, a key venue for automotive innovation and technology showcases. CES has increasingly become a significant platform for car manufacturers to exhibit their latest advancements.
However, Stellantis isn't completely disappearing from the auto show scene. The company has endorsed its dealers to set up exhibits, as will be seen in the upcoming Canadian International Auto Show in Toronto. The show will feature the return of the popular Camp Jeep test track, supported by local dealers. This dealer-led presence offers a glimpse into a potentially new model of participation for automakers in future shows.
The Toronto Auto Show, which saw cancellations in 2021 and 2022 due to the pandemic, experienced a robust return in 2023, attracting 350,214 visitors, the third-highest in its history. This year, several other major automakers, including Ford, Genesis, Infiniti, Lincoln, Polestar, Porsche and Volvo, have confirmed their participation, highlighting the event's continuing relevance and appeal.
