Continued from page 4 Despite the headwinds producers initially faced given the late Stellantis exit — due to cost-cutting efforts in the wake of the UAW strike — the 2024 show only experienced a slight decrease in attendance over the previous year. “We’re hopeful this was a one-year decision and that Stellantis brands will return to the 2025 Chicago Auto Show,” said 2024 Chicago Auto Show Chairman J.C. Phelan. “The fans deeply missed the presence of these iconic brands this year.” Furthermore, third-party research shows that when brands don’t participate in the Chicago Auto Show, 75% of attendees report being less likely to purchase from an absent brand when looking for it at the show. Along those lines, brands that were present had an increased opportunity to gain conquest sales. The lines at Ford’s “Built Wild” experienced record-breaking numbers, with the wait time nearly three hours long on more high-trafficked days. Between the show’s three indoor test tracks and three outdoor test drive experiences by Ford, Kia and Subaru, the show produced more than 80,000 in-vehicle driving experiences. Of the experiences, nearly 70% of attendees said their opinion of an electric vehicle improved after experiencing one at the show; 53% are now more likely to purchase an EV due to experiencing it at the show; and 50% of all attendees who took an outdoor test drive are now more likely to purchase from a brand they drove or rode along in. This year’s themed days and special events drew in large crowds and new audiences to the show. The Toyota Miles Per Hour Run once again provided a unique twist for a winter race in Chicago — at 72 degrees in the indoor McCormick Place! Held inside the Chicago Auto Show and organized by the Chicago Area Runners Association, 650 runners paced a 60-minute run through the show floor for participants to record their own miles per hour. Toyota awarded the top three winners for men’s and women’s times at its post-run celebration in its display; winners clocked in at more than 10 miles per hour. Also returning to the show was the popular Chicago Friday Night Flights craft beer sampling event. More than 600 attendees sampled 20 different craft beers from local breweries. And new to the programming this year, the inaugural Automotive Career Day hosted more than 1,400 students for a lively morning filled with educational panels, networking and a career fair of local automotive employers. “There are so many career opportunities within the auto industry, and the Chicago Auto Show is the perfect backdrop to be able to make those connections to young people,” said Morand. “The 2024 first-year event was a success, and the wheels are already in motion to make the Automotive Career Day event even bigger and better for next year!” The show saw fan engagement translate to social media as well. Initial Meltwater data reports the Chicago Auto Show’s message reached more than 83 million over the last 90 days. Strong engagement is measured between the show and its fans across all social media platforms. Finally, the show saw support from new and returning sponsors. 2024 premier partners included Cars.com, ComEd and Powering Chicago. Official sponsors were AT&T, U.S. Army, Volta Charging — a member of the Shell Group — and Wintrust. Additional show sponsors included Bosch Tools, Furniture Firm, NASCAR and Weber. 6 CATA UP TO SPEED
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