Automotive Industry Shifts Marketing Spend from Shows to Digital Campaigns

Car manufacturers historically used large shows in cities like Frankfurt to debut new models. Following market downturns, these traditional shows struggled. Manufacturers now report that targeted internet campaigns are more effective than spending large sums on floor space at legacy convention centers. Luxury and sports car makers are increasingly using events like the Wynn Concours in Las Vegas.

The move away from large, expensive physical shows suggests a change in how the automotive industry allocates marketing budgets. This trend favors targeted digital outreach over the high costs associated with legacy convention center space.