Page 12 - On The Move - Volume 18, Issue 3
P. 12
The Real Role Auto Shows
Play in the U.S. Industry
From the first auto show in New York nearly 121 years ago,
millions of American vehicle shoppers have flocked to their
local car show each year to be awed by the latest and greatest
the industry has to offer. From electric headlights and heaters
to four-wheel drive and front-wheel drive, auto shows are
the places many consumers first see and experience new
body styles, vehicle segments, amenities, features, and
technological advancements.
From Volkswagen and Nissan to Toyota and Subaru, every new brand entering
the U.S. market has leveraged auto shows to introduce themselves to a skeptical,
resistant American public.
There's an easy answer to why this system has been in place since the
inception of the horseless carriage. Simply put, auto shows — the industry's
By Christopher Stommel largest experiential marketing option — work.
President of Foresight Research
Before COVID-19, an average 11 million Americans went to their local show
every year. Seven out of ten were in the market for a new vehicle. In a market of
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