Nissan’s a no-go at auto shows

Nissan Motor Corp. announced yesterday that it will be a no-show at next year’s North American International Auto Show in Detroit and Chicago. Why the disappearing act? Cash-flow woes? The number 3 Japanese automaker released in a statement, “Nissan continuously evaluates all of its core marketing activities to ensure we are effectively reaching our target audiences, while at the same time, maximizing our investments. Based on the fact that we have no major new products to show at the 2009 Detroit and Chicago auto shows as well as the current economic conditions which will impact the shows’ marketing effectiveness, we have decided to cancel our involvement and participation in the 2009 North American International Auto Show and the Chicago Auto Show.”  Nissan did however make quite a splash last week at the Los Angeles auto show and unveiled its crossover the 2009 Cube, an Infiniti G37 Convertible and redesigned 370Z roadster. On hand at the show as well, was the more pocket-friendly version of the subcompact Versa.

According to Chris Denove, vice president of J.D. Power & Associates, Nissan had little reason to spend the money on an appearance in Detroit, given that it already made its big product announcements in Los Angeles. He went on to say that, “Detroit consumers tend to be domestic buyers who typically are connected to one of the big three. Ergo, there are not a whole lot of actual customers to reach out to in Detroit (for Nissan), relative to the cost of the show.”

Nissan is not alone in their decision to bail from the Detroit show next year. The automaker is in good company, other Detroit no-shows are Mitsubishi, Land Rover, Suzuki, Ferrari and Rolls-Royce. Porsche did not participate in the 2008 show and has bowed out of the 2009 event as well. “I certainly respect Nissan and any of the other companies that have to make a decision – hopefully a short-term decision," said Carl Galeana, co-chair of the Detroit auto show. "It's tough for everyone right now." In an economy where belts have been tightened to the point of suffocation, automakers have been squarely hit and their budgets have been chopped to beyond recognition. At the L.A. auto show which closes on the 30th of this month, GM and Chrysler unveiled no new vehicles and no press conferences were held. The Detroit show although not as grand as the New York, L.A. or Chicago receives the most buzz press-wise particularly from foreign journalists.

--Car Chick
 

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