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Mercedes Dropping Out of Detroit Auto Show in 2019

Auto shows face increasing challenges as automakers look at alternatives.

by on Feb.12, 2018

Daimler CEO Dieter Zetsche and Arnold Schwarzenegger celebrated the debut of the 2019 G-Wagen at this year's Detroit Auto Show..

(This story has been updated.)

Officials with the North American International Auto Show have confirmed that Mercedes-Benz won’t be on hand when the even returns in January 2019, the latest on a growing list of manufacturers who have decided to pull out of the Detroit show.

The news comes as more and more automakers rethink their commitment to both media previews and public says at events like the NAIAS. As TheDetroitBureau.com recently reported, industry planners are looking at alternatives that can more directly target potential buyers while also holding down costs. At shows like the NAIAS it can cost as much as $5 million to stage a 20-minute media preview – even more if the event involves the creation of a one-of-a-kind concept vehicle.

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“At this time Mercedes-Benz AG will not be exhibiting at the upcoming 2019 North American International Auto Show,” said the German marque in a statement. “Our time in Detroit over the years has been very beneficial for our brand, especially coming off of the world debut of the iconic G-Class. Discussions are underway for future show participation.”

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