According to a study by Foresight Research, more than half of new car buyers participating in the New York International Auto Show said that their experience at the auto show influenced their purchase decision.
The 10-year exhibition research analyzes the number of participants, demographics, media influence, value and buying influence.
This study also emphasizes the overall value of the auto show. According to the American Auto Show Immersion Report, the auto show is listed as the most influential marketing channel or media channel, second only to the digital channel.
The study found that the New York Auto Show attracted an average of 628,000 families each year in the past ten years. About 83% of visitors said that shopping is their motivation to participate in the auto show. Last year, 62% of car buyers who participated in the New York Auto Show said it affected their decision.
2019 New York Auto Show
The average “stay time” for the 2019 auto show was 4.75 hours, while the average stay time for all auto shows was 4.45 hours.
The research is collected from Foresight’s general consumer research database and the most recent car buyer survey conducted over the past 6 years.
According to this research, after seeing these brands at the auto show every year, shoppers have added 229,000 cars of unplanned brands to their shopping lists.
Mark Schienberg, president of the Greater New York Automobile Dealers Association, told Automotive News that the event allowed shoppers to consider adding or subtracting brands based on what they saw at the auto show.
Visitors not only want to see the car, they also want to acquire information and participate in the experience, Seanberg said.
Even before the COVID-19 pandemic, auto shows were facing cost and brand management issues. For example, some major automakers opted out of the 2019 Detroit Auto Show.
2019 Detroit Auto Show
This year, the cancellation of orders following the epidemic forced automakers to become more creative in terms of virtual displays. Hyundai’s 2021 Elantra, Mercedes-Benz’s redesigned E-class coupe and convertible, Toyota’s Sienna and Venza, Ford’s Bronco SUV, Mustang Mach-E and F-150 are all new or redesigned of products, which will be launched in 2020 through a virtual exhibition.
At the same time, due to the impact of the epidemic, most of the auto shows planned for 2020 in the world have been postponed.
In 2021, several auto shows will compete for position on the calendar. The 2021 New York Auto Show was postponed from April to August so as to expand the exhibition area. The Detroit and Los Angeles Auto Shows were also forced to cancel the 2020 schedule and reschedule it to 2021. Now Detroit is scheduled to host an auto show in September 2021, and it is expected that there will be no auto show for more than two and a half years.
2018 Los Angeles Auto Shows
Seanberger said that although manufacturers have shown creativity in demonstrating new technologies and products, he believes that the auto show will not be replaced.
The dealer also agrees with this statement. According to the survey, 77% of dealers in the auto show market said that “the absence of their franchised brands at the auto show harms consumer awareness.” 70% believed that it would reduce dealer traffic, and 69% thought it would inhibit retail.
“The auto show is 120 years old for a reason. because they are effective, “said by Seanberg.
Comments