• by Tanya Gazdik , January 3, 2024

Stellantis is putting the onus on its dealer body to fund some upcoming auto show experential marketing. 

The automaker — whose brands include Jeep, Ram, Dodge, Chrysler, Fiat and Alfa Romeo — says it is “working to optimize its marketing strategy as it relates to auto shows.”

“To be as efficient as possible in our media spend, we are evaluating participation in auto shows on a case-by-case basis, while prioritizing opportunities for consumers to experience our vehicles first-hand,” according to a statement from the automaker. 

Meanwhile, Stellantis reported its fourth quarter and full-year sales today. Overall, fourth-quarter U.S. sales declined 1% while full-year results decreased 1%. Total U.S. sales within the company’s commercial fleet channel increased 20% versus 2022, notching its best year ever.  Chrysler brand 2023 U.S. sales increased 19% year over year, while Dodge brand 2023 U.S. sales increased 5% year over year. 

While Stellantis confirmed it is pulling corporate support for next month’s Canadian International Auto Show and Chicago Auto Show, funding from Canadian dealers will ensure that the automaker has a presence at CIAS, which takes place Feb. 16-25 at the Metro Toronto Convention Center. 

That will include the “Camp Jeep” off-road test track, a feature that attracted 26,000 people at last year’s show, according to show organizers. Passengers ride along in the latest Jeep vehicles, experiencing manmade obstacles that showcase vehicle capabilities.
 
Since its debut in 2004, Camp Jeep has welcomed Jeep enthusiasts on five continents and 15 countries. Last year's Chicago Auto Show featured the 3 millionth Camp Jeep ride. It is unclear if Chicago dealers will also step up to fund an exhibit at this year's show.  

The automaker announced in October it would not participate in the Los Angeles Auto Show and the Specialty Equipment Market Association (SEMA) Show, both in November, as well as the Consumer Electronics Show in January. 

Stellantis “is executing comprehensive countermeasures to mitigate financial impacts and preserve capital, and will continue to demonstrate its transformation into a mobility tech company through other means,” per the statement, which was made in reference to the the since-settled 46-day United Auto Workers strike.