Auto shows may no longer offer two days of sprawling new car models from every brand, but they remain an effective opportunity for manufacturers to gather information from attendees about which features they want in their next vehicle.
According to Foresight Research, auto show attendance is the single most influential marketing channel when it comes to new-car purchase decisions, surpassing digital, TV, and direct marketing channels.
1. Exciting Unveilings
Auto shows have long been seen as an opportunity for consumers to expedite their research and close any information gaps they had, but over time these shows have evolved into much more than simply fun events – they now provide vehicle manufacturers an avenue to showcase the most cutting-edge vehicles on the market.
Automakers utilize showcases as platforms for unveiling new vehicles, promoting existing models and providing the latest technological innovations – drawing crowds from around the country and beyond. Acura will begin featuring its precision engineering combined with cutting-edge tech through an exhilarating lineup of cars and SUVs beginning 2024.
Detroit’s famed auto show recently made the switch from September dates it had held for decades to January dates, delighting both consumers and local businesses with test drives, off-road adventures and other activities designed to combat winter cabin fever.
2. Glitz and Glamour
Auto shows have long been considered the premier method of disseminating information about new vehicle offerings to consumers. While digital advertising, TV commercials, and branded drive events have grown in popularity over time, 85 percent of buyers report that attending an auto show influenced their purchasing decision.
International auto shows are known for their glamorous atmosphere. Manufacturers use them as platforms to advertise and showcase their latest models while showcasing technological innovations.
Take the Detroit Auto Show for instance; two floors at Cobo Center are dedicated to showcasing more than 750 vehicles from manufacturers who spend months planning and preparing them for this annual event which has an economic impact estimated at around $480 Million annually.
3. Sleek Designs
Auto shows are still one of the premier in-person marketing events; they provide the ideal setting to display sleek and luxurious car models that will soon be available for sale.
Visitor can explore the advanced features of vehicles currently under development and get an idea of where automotive design may lead in the future.
Traditional automakers that take part in these electric showcases at events can position themselves as leaders in creating a greener and more sustainable automotive landscape. Their participation can inspire newcomers into the industry as well as accelerate adoption of alternative energy options; brands that attend these showcases typically experience incremental consideration on shoppers’ consideration lists at rates three times greater than non-show attendees.
4. VIP Experiences
At international car shows, VIP experiences offer car enthusiasts an unforgettable experience. By connecting with industry professionals such as car designers and executives as well as other influential individuals they can learn from or network with, these exclusive offerings make car shows all the more captivating for guests.
International auto shows provide consumers with an opportunity to view some of the latest and most advanced vehicles available on the market, without feeling pressured into making quick decisions by salespersons or dealers. Consumers can browse at their own leisure through each vehicle section until they find one they find appealing – giving them time and confidence when making informed and confident choices regarding which car will become their purchase.
5. Networking Opportunities
Auto shows provide dealerships with an invaluable networking opportunity. By engaging with manufacturers and suppliers at such shows, dealerships can form partnerships which will benefit business growth while offering insight into upcoming market trends.
As an example, dealerships that specialize in eco-friendly vehicles could benefit from teaming up with manufacturers to showcase a new line of electric vehicles, drawing customers from an entirely new demographic. Such partnerships would set themselves apart from their competition while simultaneously opening doors to new demographics of customers.
Use our New York International Auto Show 2024 Attendees & Exhibitors List to efficiently target their outreach campaigns at professionals and decision-makers in the automotive industry. This approach maximizes their return on marketing investments while simultaneously producing high-quality leads and business opportunities.