Nissan Reconsiders Chicago Auto Show Dropout

November 28, 2008
"We have found a way to maintain a presence at the Chicago show through our dealers, while still demonstrating the fiscal responsibility required by these challenging times," said Nissan in a quote in an Automotive News article yesterday. The sixth automaker to pull out of Detroit's North American International Auto Show in January, Nissan also intended not to participate in the '09 Chicago auto show to trim costs in the worst U.S. auto market in 25 years.

Pressure from Nissan dealers forced the Chicago about-face, though Nissan is still sticking firm to its Detroit cancellation. At the recent L.A. Auto Show, Nissan introduced a bold new, lighter-weight Nissan 370Z as well as its new Cube small car.

As the new car buying public continues to shrink, is it wise for automakers to sink huge sums of money in auto shows? Just as dealerships are closing and divisions disappearing, might it be smart to consolidate advertising and marketing efforts to make the automotive industry as a whole a more substantive, less splashy affair?--Colin Mathews

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