Lamborghini is 10th automaker to confirm absence at 2018 Paris Motor Show

Article by Christian A., on June 18, 2018

Many automakers have been ditching the idea of attending motor shows, probably because they realised that they will reach more people while spending less money on just organising their own events, or by publishing their news on social media. So, are automotive shows dying or evolving? Well, even if Lamborghini will not be joining the 2018 Paris Motor Show this October, just like its parent company Volkswagen, these shows will still continue.

This year is not the first time Lamborghini skipped Paris - a biennial auto show that alternates with Frankfurt. Back in 2016, both Lamborghini and Bentley did not attend the Paris show, as well as Aston Martin, Ford, Volvo, and Rolls-Royce. Lately, automakers have been reassessing the value of auto shows. As mentioned earlier, automakers like Volvo are realising that it would be better to organise their own events than to shell out millions of dollars to get press coverage at an auto show.

But then again, it doesn’t mean that Lamborghini or Volkswagen will totally be absent in Paris. And this is because they will likely organise their own events in the city during the exhibition.

The list of automakers that will not join the Paris Motor Show includes Ford, Infiniti, Mazda, Mitsubishi, Nissan, Opel, Subaru, and Volvo. In contrary to that, automakers that will be attending are Citroen, Hyundai, Jaguar, Kia, Land Rover, Lexus, Mercedes Benz, Peugeot, Smart, Suzuki, and Toyota.

Before the internet was a necessity, auto shows were vital to automakers to showcase new vehicles and technology. But now, since we are all connected 24/7, automakers can easily bypass auto shows and instead post online where they can reach the masses through video live stream. The digital landscape is changing, giving automakers new opportunities to connect with customers and fans.

During the first half of 2018, we have been bombarded with news of automakers skipping auto shows. Similarly, Audi, BMW, and Mercedes would skip the 2019 Detroit Auto Show, which is scheduled to take place after CES in Las Vegas. In the last few years, automakers have actually chosen to join CES instead of Detroit.

With the growing number of automakers that are slowly drifting away from auto shows, it is just a matter of time as to when these shows will eventually become extinct, because of the digital world. Now the next question is, do a lot of people still attend these auto shows? Maybe in the future, even the number of attendants will slowly decrease as well.

The 2018 Paris Motor Show will kick off on October 2 for the first press day and it will be open until October 14 for the public to see.

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