According to Autonews, organizers of Amsterdam RAI announced their plan to reduce costs of the event by 70 percent. Normally, building auto show stands takes 50 percent of an exhibitor’s auto show budget, which can be in excess of €1 million per brand, a very large amount of money during the tough financial climate. But the organizers' plan is meant to help automakers save about 70 percent of the sum they need to invest in such show and in this way, they want to attract them to the event.
The plan is going to totally modify the way of presentation of new models. That being said, exhibitors will have areas themed for convertibles, SUVs and adventure, luxury and sports, family and travel, city and compact mobility, and green innovation. Thus, vehicles won't be displayed by brand rather by type. However, one exhibition hall is reserved for individual brand lounges.
“We like the idea, and we believe in this concept because it is attractive for the public,” said Jacques Geijsen, spokesman for Pon Group, Dutch distributor for VW group brands and Porsche.
Nevertheless, not all automakers agreed with the clever idea. “We think that our brand values will not be strongly enough represented if our products stand next to our competitors’ models,” said Janet Richter, spokeswoman for Renault Nederland.
Among those who totally disagreed with the idea, we can remind PSA/Peugeot-Citroen, Renault, Fiat and some Japanese carmakers including Honda and Nissan.
Yet, the organizers seem to be optimistic about their concept. “In these cost-cutting days, how can you turn down an idea that saves 70 percent?” asked Fernand Molenschot, automotive project manager for Amsterdam RAI.
We don't want to disappoint the organizers but we want to tell them one thing: not everyone is interested in bargains!
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