BMW To Slash Frankfurt Auto Show Presence

BMW will significantly scale back its presence at next year’s Frankfurt Motor Show as it shifts focus towards trade fairs and technology events around the world.

German publication Handelsblatt asserts that BMW will cut its Frankfurt Motor Show budget in 2019 from roughly €25 million euros ($30 million) to between €5 million and €6 million ($6.1 million to $7.3 million). These costs cut will see BMW’s Frankfurt display reduced from roughly 11,000 square meters to just 3000 square meters.

In the past, BMW has used Frankfurt as a place to showcase all of its current models. In 2019, however, its display will focus exclusively on premieres and all-new vehicles.

Could this be the start of a movement where automakers start attending fewer auto shows?

BMW is also said to be preparing similar cost cuts for its future appearances at the Geneva Motor Show.

The Munich automaker recently announced that it will ditch the Detroit Auto Show 2019 entirely, just like Mercedes-Benz.

These moves mark a dramatic change in the industry where auto shows are becoming less important and attention is instead being turned towards technology events like CES. Additionally, brands know they can now use social media outlets to attract new customers and no longer need to make auto show appearances if they have no important models to introduce.

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  • Astonman

    Shame. I love going to these shows. I like the energy and see the excitement from the crowd that have the same interest I do. It’s not the same as looking at the cars on a computer screen.

  • That’s another edge of the internet, now everyone can access car news easily, gone were the days of reading magazine for auto show preview and waiting for auto show debuts.

    That said auto show is still brings the kid inside me. You get to meet people if you had good eye. Doing conversations and beyond the new cars there is always attraction in form of classic car or modified cars.

  • If you notice, automaker stand on big event like Geneva is getting smaller, like you said the cost has increased and it doesn’t seem wise to spend a lot of money while you can do it cheaper and get across more people online. What’s surprising is that, Frankfurt is sort of their “backyard” even usually brands still contribute a lot for exhibition in their home turf.

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