In addition to the cost saving, you get more press coverage when you have a bespoke event of your own (as per the XC90) than when you are competing for coverage and comment at the same time as everyone else. More likely to get an article about the new car rather than just a picture at the bottom of a crowded page.
Car shows aren't sales events and very few cars are actually sold at them. It's generally a press plus petrolhead/ gearhead event.
For the latter, good to let them also see your cars but in terms of a sales result event, there are better ways to spend your advertising cash
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