Slumping sales have forced plenty of automakers, including Japanese automakers such as Nissan, to take drastic measures. Among the first cuts at Nissan in particular is the marketing and advertising budget. As a result, for 2009 Nissan decided to skip the North American International Auto Show in Detroit. Refusing to leave the space absent, Detroit Nissan dealers decided to step in for the automaker, but now Nissan has asked its dealers to skip the show anyway.
Nissan dealers were eager to solidify their presence on the showroom floor despite the lack of an elaborate booth setup by Nissan corporate, which Used Cars Tacoma says would be a great way to highlight the merits of the cars themselves, without the marketing hype. Nissan chose the Los Angeles Auto Show to unveil its latest models, including the Nissan 370Z, Nissan Cube, and the Infiniti G37 convertible. With no new unveilings scheduled, the automaker decided that it would be a waste to spend additional money on the Detroit show.
As auto shows often benefit local dealers according to Nissan Tacoma, Detroit Nissan dealers decided to step-in in Nissan’s place, which was lauded by Nissan Dealers Massachusetts as the right thing to do. But this week Nissan urged their dealers not to be preset after all, indicating that other factors may have been at the root of Nissan’s absence.
While many wonder what could be the cause for Nissan wanting to have nothing to do with the Detroit show beyond marketing cutbacks, including Nissan St Louis dealers, Nissan still plans to attend the Chicago Auto Show. Originally, Nissan also decided to forgo going to Chicago as well, but has since changed its mind. Dealers such as Used Infiniti Boston question whether budget cuts were solely responsible, but certainly understand the need to prioritize in the current economic climate.
Joe Kent is a writer for TK Carsites, an automotive website design and marketing firm in Orange, CA, that specializes in working with car dealers nationwide.