The Frankfurt Motor Show is considered as one of the major auto shows, not just in Europe, but also in the world. Despite being one of the biggest events in the auto industry, the Frankfurt Motor Show will be missing at least nine major auto brands when it opens its latest edition in September 2017.
All German brands – volume or premium marques – are expected to be on full force on what is considered as one of the major shows in their home country. Sadly, though, two of PSA Group’s brands won’t take part in the 2017 edition of the show. While PSA Group has just reached an agreement to acquire German brand Opel – and its twin Vauxhall marque -- from General Motors, it has decided not to field any vehicles from its Peugeot and DS brands. However, PSA Group’s Citroen brand will be going to Frankfurt in September, since the marque is supporting a product launch, according to a spokesman from the French manufacturer.
Also skipping the 2017 Frankfurt Motor Show are three brands from Italian-American carmaker Fiat Chrysler Automobiles. Italian brands Fiat and Alfa Romeo as well as American brand Jeep won’t show their wares at Frankfurt this year.
Another global group, the Renault-Nissan Alliance, has brands not bound to have their vehicles displayed at the 2017 Frankfurt Motor Show. The group has confirmed that the Nissan and Infiniti brands won’t be coming to Frankfurt this year. According to a Nissan Europe spokesperson, following a global review of the carmaker's event and show strategy, the brand decided not to go to the September show. The spokesperson remarked that Nissan has decided to employ a flexible strategy – one that would combine automotive, consumer and dedicated Nissan events as well as partnerships -- to widen the brand’s reach and appeal.
Nissan’s newest acquisition – the Mitsubishi brand – is reportedly not planning to attend the 2017 Frankfurt Motor Show. Volvo is also skipping the Frankfurt Motor Show.
Despite these major brands missing the 2017 edition of the Frankfurt Motor Show, its organizers -- Germany's VDA industry association – remains optimistic of the success of the event. VDA noted that more than 50 brands from Europe, the US and Asia would be attending the show, including young Asian companies as well as major international tech firms like Qualcomm, Sony and IBM.
There has been a steady decline in the number of auto brands participating in the motor shows in the recent. In the past, carmakers have seen auto shows as a perfect opportunity to make their current, new and future vehicles known to the public. Seen as a marketing tool, auto shows are also attended by potential customers trying to cross-shop between brands. However, the advent of the Internet and social media has made it possible for carmakers to market their products in a manner that is more efficient while reaching more potential customers.