The 2016 Paris Motor Show will be held from October 1 to 16, 2016. Now, two supercar brands, Bentley and Lamborghini have announced they would not be part of the motor show. Both brands belong to the Volkswagen Group and are known for not participating in a majority of showcasing events.
One of the main reasons both supercar brands will not be present is the recent Dieselgate scandal and rising costs. The Volkswagen Group is cutting costs, as it has to pay hefty fines.
Lamborghini is currently in the process of revising its motor show presence. The Italian supercar maker usually attends only big motor show events, where it can achieve maximum viewership. Smaller and country specific events are skipped by Lamborghini.
The British-based supercar maker also confirmed that they plan on targeting buyers directly. Bentley believes there is no advantage for their products from attending a motor show. Supercars and luxury cars are a niche market and entering crowded events do not benefit their brand.
International Motor Shows account for huge expenses to the manufacturer. Several brands are adopting a more direct and focused approach to its potential buyers. Other manufacturers such as Aston Martin, Ford, and Volvo will also not be attending the 2016 Paris Motor Show.