Pub 9 2021-2022 Issue 1

24 AUTO SHOWS THRIVING IN A COVID WORLD Moving into the remainder of 2021 and beyond, auto show organizers are hopeful that OEMs wi l l continue thei r suppor t by par ticipating in shows across the count ry. By Juliet Guerra, NADA Director of Media Relations T hroughout the coronavirus pandemic, personal transportation ownership has remained incredibly important to consumers, which has resulted in increased demand for new vehicles. Paired with inventory concerns from plant closures and the current microchip shortage, pent-up demand for new cars and trucks is high. There is no question that the coronavirus pandemic changed the way dealers do business and sell cars, but one thing that hasn’t changed is the value of auto shows to consumers. To meet consumer demand for vehicles and for an in-person experience, auto show organizers across the country are revamping their respective auto shows to operate in the COVID-19 environment. “Bringing Auto Shows back for our industry is a big deal and consumers are absolutely ready,” said Auto Shows of North America (ASNA) Chair Jenn Jackson. “Auto Shows are the quintessential opportunity to contrast and compare different makes and models in a low-pressure environment. For a consumer who is close to purchase, visiting an auto show will often solidify their decision on their next vehicle.” Consumers are not only ready for in-person events after facing social distancing and mask mandates for more than a year, but are ready to shop for their next car or truck in a low-pressure, experiential environment. According to Foresight Research President Chris Stommel, “auto shows continue to be an incredibly powerful experiential marketing channel and have not declined in the slightest from the consumer’s point of view.” “Auto shows are a unique way for us to reach consumers prior to their next vehicle purchase,” said Lisa Materazzo, Group Vice President, Toyota Marketing, Toyota Motor North America. “More than 11 million people attend auto shows annually, and two out of three attendees are in-market to purchase a new vehicle within a year. Our presence at these shows offers a casual environment for consumers to get questions answered to assist them with their purchase decision.” This holds true from the dealer and auto show organizer perspective. “Nothing influences a consumer like the opportunity to physically experience all aspects of a product and that’s exactly what an auto show allows,” added Jenn Jackson, also Executive Director of Greater Charlotte Auto Dealers Association, which produces the Charlotte Auto Show. “Consumers can count the cup holders, check the cargo space, experience the technology, move the seat, and all in such a stimulating environment. There is no superior platform for a manufacturer to highlight their brand and influence purchase decisions than an auto show.” While offering consumers a first-class auto show experience, attendee safety is the top priority for show organizers. Show organizers have adopted enhanced cleaning and safety protocols including temperature checks, mandatory mask use, increased sanitization stations and enhanced vehicle cleanings between visitors. At the Houston Auto Show, visitors were asked to complete a short health screening before entering the venue and the show implemented online tickets with QR codes to limit attendee and show staff contact. Some shows, including the Twin Cities Auto Show held May 15- 23, moved to an outdoor venue – the state fairgrounds – which allowed better social distancing and airflow and featured a variety of interactive elements for attendees. The Denver Auto Show, slated for Sept. 15-19, will be held at Elitch Gardens Theme Park.