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Nissan reduces auto show participation for 2009, calls it "streamlining"
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Nissan has announced that for its fiscal year 2009 (April 1, 2009 through March 31, 2010), it will “streamline” its auto show participation, which is p.r.-speak for “we’re only going to do four auto shows next year, folks.” Nissan has tapped New York 2009, Shanghai 2009, Tokyo 2009 and Geneva 2010 as the only major international shows it will attend displaying Nissan and Infiniti brand automobiles.
Not surprisingly, Nissan blames “severe and prolonged headwinds” for the entire automotive industry for its withdrawal from other major shows including Paris and Frankfurt. Nissan already had dropped the North American International (Detroit) Auto Show and the Chicago Auto Show from this year’s circuit, though a coalition of Chicago area Nissan/Infiniti dealers were able to make a showing for Nissan and Infiniti at Chicago.
Regional and local-market show participation is still possible, pending review and approval by Nissan’s regional management. The second and third tier shows are considerably less expensive and have greater local sponsorship.
Nissan reserves the right to change its mind and says this is a short-term action, adding that for the nine new vehicles to be introduced during fiscal 2009, the company will be “leveraging a mix of traditional methods such as auto shows as well as new and innovative strategies and tactics.” In other words, look for more “events” to grab media attention for more ink per the yen.
For the United States, this means that Nissan will again have no exhibits at Detroit or Chicago (although see Nissan at Chicago 2009 above) but will also not be at the Los Angeles Auto Show where it introduced the Infiniti G37 Convertible, the Nissan Cube and the Nissan 370Z.The problem, of course, is that Nissan’s absences don’t add to consumer confidence in the company, but budgetary considerations—Nissan fairly calls it “prudent management of shareholder resources”—are real and Nissan believes that other publicity and promotion avenues will have a better return on investment.
Perhaps in an internet and reality show day, the traditional auto show is just too old school, and more effective ways, such as Ford’s Fiesta Movement, will give more bang for the buck. So OK, Nissan, what have you got?
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