Aston Martin, Ford, Rolls-Royce, And Volvo Not Attending 2016 Paris Show

Visitors of the 2016 Paris Auto Show need not search for the Aston Martin, Ford, Rolls-Royce, or Volvo stands, since they have decided to skip the event.

What was once considered as a sign of possible trouble and an ultimate strategy to cut down on expenses has, according to according to AutoNews, become a strategic choice by companies that choose to reach out to consumers via social media and blogs instead.

Volvo will market more directly to buyers by skipping the event, Ford is setting up one-day test drives across the country, Rolls-Royce turned to fashion viewings, cocktail parties and test drives this summer, some of which were tailored for bloggers, and Aston Martin is simply moving on.

There used to be the feeling that you had to be at every motor show. But there are sometimes better ways of doing it than just always spending money on show after show after show“, said Aston Martin’s chief, Andy Palmer.

Lamborghini might find themselves saying ‘no’ to other major automotive events in the future, as it was revealed by a spokesperson in an email sent to AutoNews: “We are revising our strategy. The world is continuously changing“, the official wrote, adding that the company “intends to anticipate these changes.

These statements are backed up by the fact that foot traffic doesn’t necessarily mean sales, despite the 2014th edition of the Paris show attracted 1.25 million visitors, which made it the most popular event in the industry, and Frankfurt reported a rise in ticket sales last year, compared to the previous edition. On the other side of the Atlantic, the 2016 Detroit Motor Show recorded the best attendance since 2003 and noted more than 815,000 visitors, in 2016.


  • pmindemann

    Getting info online (social media, blogs, etc.) is nice, but there’s something to be said for getting first-hand photos of actual, in-the-flesh vehicles that haven’t been photo-chopped to death. It’s also nice to know all of the “new” information will be coming at a specific time (at the show), rather than maybe or maybe not catching random news an auto-maker happens to send out some other time via social media I don’t follow.

  • MarketAndChurch

    TBH, Paris/Frankfurt is really the start of the automotive season, and SEMA/LA sort of keep things going until Detroit, and Geneva, which are really the peak of the auto show season, and then New York and AutoChinaI(Beijing/Shanghai) round things out at the end. So it will seem a little off(especially for Ford who has always had a strong presence in Paris/Frankfurt).

    But with so many brands debuting new product and clogging up people’s feeds, the congestion might not be worth it. Especially for smaller makes such as Aston Martin and Volvo for whom everything has to go perfectly just so that they can be around a year from now. Plus, should they decide to go to a slightly smaller show such as LA in November and New York in April, will ‘have the whole place to themselves’ so to speak considering how much less showstopping debuts they have to compete with(and for Rolls Royce, Geneva, New York, and China are probably more appropriate).

    I think with sporting events like Goodwood and Pikes Peak Hill Climb, and exquisite car shows at Villa d’Este and Monterrey, and custom shows like SEMA and the Worthersee Festival, pacing your debuts becomes an issue… especially when these more focused mini shows allows you to debut a product directly to the exact customer you hope to sell to.

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