Mercedes to Skip New York Auto Show

Steve Plumb

Daimler AG’s Mercedes-Benz unit has decided not to participate in next April’s New York auto show.

The luxury carmaker, which skipped the Detroit and Chicago shows this year, is focusing more on exclusive events and digital marketing to reach potential buyers rather than doing so through costly auto shows. Mercedes participated in last month’s Los Angeles auto show but says it is too early to decide on whether it will exhibit there again next year.

Rival BMW opted out of the New York show this year. Other luxury brands such as Audi, Cadillac and Lexus participated in the New York show, which attracts more than 1 million attendees.

Mercedes also is experimenting with temporary stores in luxury malls as another way to engage with customers, Automotive News notes. Some 250,000 people have visited the so-called pop-up outlets that have resulted in 3,000 vehicle sales at local dealerships, according to Mercedes.