Manufacturers that skip auto shows will suffer brand damage and lose potential business to rival competitors that choose to attend them, according to the head of a market research company.
Chris Stommel, president of Michigan-based Foresight Research has come to that conclusion based on 10 shows that have taken place in the United States since the spring. Foresight Research annually analyzes more than 55 auto shows, all of them U.S.-based with the exception of the Canadian International AutoShow (CIAS) in Toronto.
CIAS as well as the major regional auto shows are planning to resume their events next year without several major car makers.
General Motors, which is among the carmakers planning to stage exhibits across the auto show circuit, views them as an “important” driver of retail sales, said spokeswoman Natalie Nankil. “We believe that providing consumers with the ability to compare exteriors and interiors in one location is an advantage when trying to attract consumers to our brands.”