Auto reveals had been already underneath risk earlier than the coronavirus pandemic and it seems Lamborghini has determined they’re not value attending.
In an interview with Autocar India, Lamborghini’s chief advertising and communications officer, Katia Bassi, stated: “We determined to desert the motor reveals as a result of we more and more consider that to have an intimate relationship with the shopper is essential and motor reveals are not aligned with our philosophy.”
Whereas Lamborghinis will not grace the stage at main auto reveals, the corporate isn’t giving up on occasions altogether. As an alternative, they’ll reportedly concentrate on the Goodwood Pageant of Pace and the Pebble Beach Concours d’Elegance. These occasions have been turning into mini auto reveals, as a lot of firms have staged world debuts at them.
Lamborghini can be eyeing so-called “curated occasions” which is able to allow them to “reconnect bodily with clients by means of particular evenings and experiences.” They sound like intimate affairs designed particularly for homeowners.
The information is the most recent blow for auto reveals, which have been reeling as automakers more and more flip to particular occasions and the web to launch new fashions. This has brought on reveals to combine issues up as Detroit’s North American International Auto Show moved to June and the Frankfurt Motor Present is ditching its title metropolis for Munich in 2021.
Automakers have additionally been skipping as soon as high-profile reveals in rising numbers. Whereas firms have been passing on the North American Worldwide Auto Present for years, Audi and Mercedes dropped out of the 2020 New York Auto Present earlier than it was postponed and finally cancelled.
Worldwide reveals have additionally seen a drop in automaker attendance as Opel and Peugeot skipped the 2020 Geneva Motor Present that was cancelled on the final minute because of the coronavirus pandemic. Volkswagen additionally advised it wouldn’t attend the 2020 Paris Motor Show which, due to the pandemic, received’t proceed in its “present type.”