Pub. 11 2024 Issue 3

regions. Meanwhile, hybrid vehicles serve as a bridge between traditional internal combustion engines and full electric powertrains, offering a practical solution for those seeking improved fuel efficiency without full reliance on an EV. The Role of Auto Shows in the EV Revolution and Beyond Auto shows have always played a crucial role in the automotive industry as the stage upon which manufacturers unveil their latest models, concept cars and technological innovations. However, as the industry shifts towards electric mobility, the role of auto shows has become even more significant. One of the key reasons auto shows are more important than ever is their ability to educate the public about electric vehicles. Despite the growing interest in EVs, there is still a considerable amount of misinformation and confusion surrounding them. For many consumers, an auto show is their first opportunity to see, touch and learn about electric vehicles in a hands-on environment. They can compare different models side by side, speak with experts and gain a better understanding of what it’s like to own and operate an EV. The impact of auto shows is underscored by recent statistics from a 2023/2024 consumer market survey conducted by the LA Auto Show, NY Auto Show and Toronto Auto Show — three of the largest and most influential auto shows in North America. The survey revealed that 74% of attendees attend to see the new vehicles and products, indicating the importance of these events in introducing consumers to the latest automotive innovations. Moreover, 82% of attendees reported being more likely to consider an EV after visiting an auto show, highlighting the significant role these events play in shaping consumer attitudes toward electric mobility. Auto shows also provide a platform for manufacturers to address the concerns that potential buyers may have about electric vehicles. Whether it’s range anxiety, charging infrastructure or the overall cost of ownership, these events allow automakers to present the facts and dispel myths. For instance, many people are unaware that the total cost of owning an EV, including maintenance and fuel savings, is often lower than that of a traditional gasoline vehicle. Auto shows provide the perfect venue for communicating this information directly to consumers. At the same time, auto shows play a critical role in showcasing the latest gas and hybrid vehicles. As the automotive world embraces a multi-faceted approach to mobility, these shows ensure that every type of vehicle — from fully electric to hybrid to traditional gasoline — gets the attention it deserves. 59% of attendees add exhibiting brands to their consideration set, demonstrating the influence these events have on consumer decision-making. On the flip side, 45% of attendees report a decline in their perception of absent brands, showing the potential risks for manufacturers and dealer groups representing those brands who choose not to participate. The Future of Auto Shows in a Digital World In the digital age, consumers can now research vehicles online, watch virtual unveilings and even configure their dream car on a manufacturer’s website. However, while digital tools are valuable, they cannot replace the unique experience of attending an auto show. There is something irreplaceable about seeing a vehicle in person, sitting behind the wheel and experiencing its design and build quality firsthand. Auto shows offer a sensory experience that digital platforms simply cannot replicate. Moreover, they provide a social experience, allowing attendees to connect with other enthusiasts, industry experts 14

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