Page 15 - On The Move - Volume 18, Issue 3

Let’s get back to the sports discussion for a moment. If a team wants a shot at the title, what do
they need to do? They need to play the game. They need players on the field. If a team doesn’t
show for a game, what happens? They forfeit. And when OEMs don’t take the field at auto shows,
they’re forfeiting sales to the competition. If you don’t believe that, perhaps some statistics will
help.

In a recent study, auto show attendees cited show attendance as more
influential on their purchase decision than digital advertising, direct-
marketing, or event sponsorship.

Among new-vehicle buyers who attended an auto show prior to making
a purchase, 56% indicated their purchase was influenced by the show
they attended, with 21% of buyers attending an auto show purchasing
a brand they were not already considering before the show.

Lincoln – present at 90% of 2019 U.S. shows – reaped benefits from
their competitor’s absences and experienced a 26% gain in being
added to consumers’ shopping lists as a result of their show presence.

Of those who reported they would be in the market to buy a new
vehicle within a year of attending one recent auto show, 90% said their
auto show visit had influenced what vehicle they would ultimately
purchase.

Over 75% of dealers feel auto show absence has a negative impact on
customers’ brand awareness.

(Sources: Foresight Research and the NADA Dealer Attitude Survey)

In a recent interview with Automotive News, Bo Puffer, Stellantis Shows and Events Manager,
indicated that there’s a compelling case that the public wants to see and feel all the new vehicles that
are reaching the market. And regarding the 2021 Atlanta International Auto Show, which wrapped in
April, Puffer said, "Literally, I had consumers come up to me and thank us (Stellantis) for being there."

Add to this discussion the impact of COVID on daily life and you’ll find that consumers, who had
surrendered personal vehicles in favor of public transit, are returning to personal vehicle ownership in
large numbers. Why? Because personal vehicles provide a sense of safety that public transportation
cannot. People who own their own vehicles can control who rides in them, as well as how clean the
vehicle is kept. According to the NADA, 20% of people in the U.S. who do not currently own a vehicle
are now considering purchasing one as a result of the pandemic. That means there’s more people
in the market, so OEMs and dealers need to get the products in front of them.

What’s the big takeaway from all of this for OEMs and ad groups? You can’t win the game if you don’t
play. You’ve got to get your players on the field, and that means getting your vehicles on the floor at
the auto show. If not, you’re handing wins (sales) to your competition.

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