Until this morning, we have confirmation that Mazda, Bentley, Lamborghini, Ford, Rolls-Royce and Volvo will definitely not take part in this years Paris auto show, which starts next week. The Japanese, British and Italian automakers will instead focus on smaller events that are less costly and provide less competition for attention.
Car shows cost millions of dollars as brands, especially luxury nameplates, strive to outshine one another. This is a cost that Volkswagen Group won’t spend this year for its Bentley and Lamborghini brands as it reduces spending to preserve funds to cover the costs of its global emissions-cheating scandal.
Bentley said it was skipping the show to focus on small events to market more directly to buyers. Lamborghini said it was revising strategy regarding auto show attendance, including the choice of locations where the Italian brand wants to be.
VW brand will be present as well as subsidiaries Audi, Seat and Skoda will also have stands at the Paris show.
