There is a disturbance in the auto show Force.
For the first time in nearly a century, some major auto brands will be missing in action following a decision from Stellantis to sit out this year’s Chicago Auto Show. American nameplates including Chrysler, Dodge, Jeep, and Ram will not be on the show floor this year, nor will their international counterparts from Alfa Romeo, Fiat, or Maserati.
In a statement issued to media outlets, Stelantis says that it’s focusing on “preserving business fundamentals to mitigate the impact of a challenging U.S. automotive market” and “working to optimize its marketing strategy as it relates to auto shows.”
This means that the company is also bailing on the Cleveland Auto Show and others across North America following last fall’s decision to sit out SEMA and this month’s CES in Las Vegas.
“To be as efficient as possible in our media spend, we are evaluating participation in auto shows on a case-by-case basis, while prioritizing opportunities for consumers to experience our vehicles first-hand,” the statement says.
For events like the Chicago Auto Show, the absence will be notable as consumers have come to expect large-scale activations including the towering hills of the Camp Jeep test track.
“We are told that it’s a one-year situation and it’s due to the strike and budget cuts and hopefully they will be back in 2025,” said Chicago Auto Show General Manager Jennifer Morand to Fox 32 Chicago this week.
While auto shows have long been consumer-focused with hopes of inspiring new vehicle purchases, the overall landscape of trade shows and conventions of all types has seen rapid change and evolution following the COVID-19 pandemic and other issues with the supply chain and economy.
Last fall, Toy Fair returned to New York after a 3.5-year, pandemic-fueled absence (see more on that industry at The Toy Book) but some major exhibitors, including Mattel, MGA Entertainment, JAKKS Pacific, and ZURU skipped it. And, in the video game industry, the E3 Expo — which straddled trade and consumer audiences — packed it in for good.
Tickets to the 2024 Chicago Auto Show are on sale at ChicagoAutoShow.com. The show runs Feb. 10-19 at McCormick Place and opens to the public daily at 10 a.m. Adult ticket prices are $17; seniors ages 62 and older are $12; children ages 4-12 are $12; kids under 3 are free. Show hours vary by day so please check the site for details.
