TO THE EDITOR:
We’ve witnessed the migration of the London motor show to Birmingham and now the Frankfurt show to Munich. What’s next? Geneva to Bern and Paris to Marseille? Or does this mean international motor shows will be significantly scaled down or possibly eliminated due to costs? There was another ingredient noted in the Munich auto show preview (Aug. 30): consumer indifference.
These words should be on the minds of every automotive CEO because they translate into an almost complete loss of millions being spent on motor shows, marketing and advertising. Why parade one’s products in an auditorium filled with competitors when there are so many look-alikes and when the same expenditures could feature one’s own products in an exclusive public showing? In addition, manufacturers would not have to compete in hiring expensive exhibit companies to outdo each other with the uniqueness of an exhibition theme. Haven’t we already seen major car manufacturers excusing themselves from various auto show participation?
What seems to be more sensible, if not economical, is for car manufacturers to focus on product differences and remove “consumer indifference” from the marketplace.
RICHARD HERDEGEN, Bloomfield Hills, Mich. The writer is a retired General Motors executive.
