Jaguar Land Rover to skip Detroit auto show
Don’t expect to see Jaguar Land Rover’s new Evoque convertible dropping its top at the 2016 North American International Auto Show.
The United Kingdom-based luxury automaker will skip the January auto show in Detroit to concentrate on other shows that more align with its marketing efforts.
“Following a review of our global consumer engagement program, the decision has been made not to exhibit at the Detroit show in 2016,” Stuart Schorr, Jaguar Land Rover North America vice president of communications and public affairs, said in a statement. “We recognize that the Detroit show is a world-class Tier 1 auto show, however, we have had to make this decision to sharpen our focus as indicated.”
Schorr said the company will continue to participate in auto shows in New York, Los Angeles, Geneva, Frankfurt/Paris and Beijing/Shanghai.
The news, which was first reported by trade publication Automotive News, comes less than a week after the automaker unveilied its all-new Evoque convertible at the 2015 Los Angeles Auto Show.
This isn’t the first time Jaguar Land Rover has opted out of the Detroit auto show. The automaker took a one-year hiatus in 2012 – the year the Range Rover Evoque won the “North American International Auto Show Truck of the Year.”
Jaguar Land Rover also said it would not be participating in “The Gallery,” an exotic car show annually held at MGM Grand Casino in Detroit before the official start of the North American International Auto Show at Cobo Center.
Max Muncey, the show’s public relations manager, confirmed that Jaguar Land Rover would not be a part of the upcoming auto show. He said NAIAS officials “are well along in talk with other brands to fill those spots.”
Setting up the multimillion dollar stages, lighting and displays for the NAIAS started in October at Cobo Center in Detroit. Event organizers say this year’s setup is particularly important; about 75 percent of the show floor will be all-new or significantly redesigned for the more than 40 expected worldwide vehicle unveilings.
The 2016 Detroit auto show is open to the public from Jan. 16-Jan. 26. Thousands of news media from more than 60 countries and industry officials also attend the show prior to it opening to the masses.