The 2010 British International Motor Show cancellation will not dent events for automotive clients, according to marques BMW UK and Volvo.
It is the first time since World War Two that the biennial event has been cancelled and organiser, the Society of Motor Manufacturers and Traders (SMMT), blames the recession and "unprecedented challenges facing the industry".
However, BMW UK general manager events Paul Andrews said: "It will not affect BMW's plans to engage effectively with customers through events activity."
Line Up director Rob Leach said the cancellation was no surprise to the industry and the agency's client, Volvo, had not exhibited at the 2008 event.
Line Up and DHL Inside Track head of events Vicki Gentle said the cancellation could have a silver lining. "It could free up budget for manufacturers to communicate more often with customers in a more targeted way," she said.