The auto show in Detroit starts Monday with a few participants returning after taking a year off for economic reasons. The largest automaker to pull out last year was Franklin-based Nissan. The company is rethinking its participation in any auto show.
In Detroit, Nissan will feature its all-electric vehicle that goes on the market late this year, but Nissan spokesman Scott Vazin says that’s it.
“I think the recession really made us make some tough decisions and really ask the question, where’s the return on investment?”
Nissan sells very few cars in Michigan, so Vazin says the importance of Detroit is only the massive media attention it draws. Nissan also doesn’t want to be forced into artificial timelines. He says the auto shows push car makers to either accelerate or delay launching vehicles.
“I think the industry is changed forever.”
Stephen Berkov is an analyst with Edmunds.com and says Nissan may be joined by others automakers heading out the back door of the multi-million dollar industry parties. Berkov says the gatherings don’t necessarily translate into car sales.
“It took a huge shock to the system for them to rethink the best way to spend the money, and I think the biggest result has been more of a consumer focus.”
So do we have a decaying piece of American nostalgia? Doug Fox says no. He’s the chairman of this year’s auto show in Detroit, which will have a little less “wow” than previous years.
“As far as the glitz and the glamour, I think that probably reached its peak a couple of years ago.”
Fox says the auto shows still have a role, but the days of live cattle drives and indoor ice rinks are gone for good.
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