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Peugeot
has announced it will skip the 2017 Frankfurt Motor Show to focus on digital
advertising.
As the automotive
industry is moving into the digital era, international auto shows are no longer
seen by automakers as attractive for promoting new vehicles and technology.
This shouldn’t come as
surprise, as many manufacturers are skipping major auto shows in favor of web
marketing. Most recently, Ford, Volvo, Lamborghini, Aston Martin, and
Rolls-Royce missed the 2016 Paris Motor Show while Porsche said that it would not
spend a cent of their revenue on bringing cars to the 2017 Detroit Auto Show,
as they pursue other marketing opportunities more relevant to the digital age.
Speaking through its
marketing director, Guillaume Couzy, the French company said it wants to cut
money on auto shows in favor of digital marketing. Couzy explained the share of
investment spent for digital marketing in the last three years has risen from
15 percent to 30 percent, and is expected to reach 50 percent by the end of the
decade.
The French company wants
to focus on alternative ways to promote its models and “events that enhance the
ability to try the cars. This leads to choices that are sometimes a bit
radical, such as the decision not to go to the Frankfurt show in 2017",
Couzy told Autoactu. The automaker’s decision is also justified by the minor
1.7 percent share on the German automotive market.
Additionally, besides
missing on the 2017 Frankfurt Motor Show, Peugeot's chiefs have yet to
determine whether the company will attend the 2018 Paris Auto Show.
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