Some manufacturers plan to skip country’s largest showcase scheduled for Feb. 17-26 at the Metro Toronto Convention Centre
Companies that will be displaying models include Toyota, General Motors, Nissan, Kia and Stellantis, the maker of Jeep, Ram and Chrysler brands.
Alan Middleton, a marketing consultant and retired York University professor, said there are several reasons companies are retreating from consumer shows, including the fact that both shoppers and marketers are cutting back as inflation remains high. Consumers are also hanging on to cars longer amid a microchip shortage that began during the pandemic, Mr. Middleton said by phone. The average age of a car or pickup truck on U.S. roads rose to 12.
“The other issue is, having seen the slowdown and a number of tight budgets and pressure from shareholders, a lot of marketing departments are now being asked to demonstrate the return on these activities. And while you’ll probably be able to demonstrate return on some [big U.S.] shows … there are a lot of fringe ones,” he said.
Rosemarie Pao, a spokeswoman for Ford Canada, said the company is reaching customers in new ways as it joins the industry shift to electric and hybrid vehicles. “These challenges mean making some tough choices, and one of those decisions is to discontinue corporate support of auto shows in 2023 for both the Ford and Lincoln brands,” Ms. Pao said.
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