Honda has withdrawn from this year's Frankfurt motor show, citing the current economic situation and the fact that it has no new models to launch at the event.
"The economic downturn cannot be ignored," said Honda spokesman Paul Ormond. "In the current climate we have to cut our cloth accordingly. It is regrettable, but we have to make some tough decisions.
"In addition, while we see the show as a significant event, we have already launched the new Honda Insight, and any other launch activiity planned for this year will be at the Tokyo motor show."
The decision continues a reduction in spending on motor shows by Honda: at this year's Detroit motor show it unveiled the new Insight without any fanfare.
Ormond said that some of the money saved by not being at the Frankfurt motor show would be spent promoting sales in dealerships.
"The money saved will be reinvested into the markets to help the dealers at the sharp end," he said.