P+ Insights Spotlight the Undeniable Marketing Impact of Auto Shows on Consumers and Industry Trends Nationwide
AP News recently published an article emphasizing the significant impact of Auto Shows on automotive sales. Research completed by Productions Plus dives into the advantages of the in-person marketing and educational experiences consumers gain at Auto Shows during their vehicle research process. Below is an excerpt from the article:
A recently completed research initiative conducted by Productions Plus, which involved 14,908 auto show attendees located throughout the U.S., provides vital insights into the consumer vehicle research process and the indispensable role that in-person marketing and educational experiences, like auto shows, provide.
The data, collected from consumers at 10 different auto shows nationwide, represents 920,316 auto show attendees in regions quantifying 1.6M new retail light-vehicle registrations, per Experian Automotive data. Highlights include:
9.2M Consumer Hands-on Vehicle Experiences
- Consumers average 2.8 hours on the show floor, visit 8.6 OEM exhibits and sit in/experience 10.1 vehicles during their auto show visit. These figures equate to 2.5M hours spent on the show floor, 7.9M display visits and 9.2M vehicles experienced firsthand.
- 74 percent of all attendees (681,034) come to learn about vehicle technologies and see the latest vehicle offerings.
- 42 percent of all attendees (386,532) indicate they are more likely to purchase a vehicle they test drive or ride in onsite.
- 64 percent of all attendees nationwide (589,000) are between the ages of 22-55.
- 94 percent of all attendees (865,097) were hoping to see a brand that was not onsite.
Auto Shows Attract and Influence In-Market Consumers
- 43 percent of all attendees (395,736) report they are in the market to purchase a vehicle within the next 12 months.
- 76 percent of in-market attendees report a brand’s absence from an auto show impacts their purchase likelihood.
- 37 percent of in-market attendees added a brand to their consideration list as a result of their auto show experience.
- 69 percent of in-market attendees report the auto show was helpful in their purchase decision.
“This national study validates what the auto show community has known for some time, which is that auto shows play a crucial role in shaping future purchase decisions,” said Jennifer Morand, President of the Chicago Automobile Trade Association and General Manager of the Chicago Auto Show. “Even in today’s digital world, there is no better place to showcase the latest product in front of qualified buyers than an auto show. Moreover, as the auto industry continues to shift to EVs and other alternative fuel options, auto shows serve as vital educational platforms for widespread adoption of these new technologies.”
To read the full article from APNews.com, click here.
