Detroit’s annual auto show may be one of the biggest and most prestigious in the world but Porsche has decided to drop it from its calendar.
The German sports car marque has confirmed it will skip the 2017 show, scheduled for January 8-22.
Auto Motor und Sport reported on Tuesday that Porsche had based its decision by weighing up the costs involved and the benefits derived from attending.
Porsche will instead focus its efforts on other events such as the annual auto shows in Chicago, Los Angeles and New York. In fact, Porsche plans to double the size of its stand for the show in Chicago taking place in February. Whereas Detroit is big with the media, Chicago tends to attract more consumers.
Most of Porsche’s direct rivals such as Ferrari [NYSE:RACE], Lamborghini and McLaren already skip the Detroit show, and on occasion even some mainstream brands like Nissan have skipped it.