Mercedes-Benz has today announced it will not attend the Melbourne International Motor Show this year citing economic rationalisation as the key reason.

Now you’d be forgiven for thinking the German marque cannot afford the $1 million costs associated with hosting their stand at the show, but this is not entirely the case. Mercedes instead claiming the show is ineffective at reaching their target audience.

The decision was reached after the realisation that the cost of attending the show was excessive when weighed against the manufacturer’s market share, though it could be argued this may now decrease further without the presence of the stand this year.

Held in conjunction with the Australian F1 Grand Prix, the Melbourne International Motor Show attracts a large audience from both Australia and overseas though Porsche, Jaguar and Citroen have also decided it is not in their better interest to attend.

In what may be a lean show for Melburnians, the show opens on February 29.