After Mercedes-Benz, two more luxury carmakers have pulled out of the 2020 Montreal Auto Show (January 17-26).
Volvo and Audi will not display their cars at the event, which occupies the same slot in the calendar that the Detroit Auto Show used to. In addition to skipping the Montreal event, Volvo also announced it will not attend Toronto’s Canadian International Auto Show (February 14-23) and the 2020 Vancouver International Auto Show (March 25-29).
“It’s clearly a surprise,” MIAS executive director Luis Pereira told Autonews Canada. “We weren’t expecting that, Volvo especially. In the last discussions we had with Volvo everything was good to go, and then last week we get an email they decided to forego Toronto and Montreal,” the representative added.
This is the second time in recent years that Volvo has cancelled its presence at the Montreal and Toronto shows. Audi and Volvo skipping the auto show in Québec will have “a huge impact,” according to Pereira.
Volvo Car Canada explained the decision was based on the automaker’s directive to pull back from the entire auto show circuit. “At Volvo Car Canada we are always looking for new and innovative ways to showcase our products and after carefully evaluating our available options, we have opted to not participate in the major Canadian shows,” spokeswoman Amanda Ignatius wrote in an e-mailed statement.
However, Volvo will attend shows in Calgary, Edmonton, and Québec City. As for Audi, Montréal Auto Show executive director Luis Pereira believes the decision was made by local dealers and is not a corporate move.
Whatever the reasons, the reality is automakers are carefully weighing their options when it comes to attending auto shows these days. An increasing number of manufacturers choose to reveal their new models at standalone events that were broadcast live all over the world via the internet – but it remains to be seen whether this trend will eventually lead to the death of the auto show as we know it, or just its transformation.