in San Diego County. Nearly 60% of San Diego Auto Show attendees are considering the purchase or lease of a plug-in vehicle, and that number jumps to almost 80% for those who test-drove an EV at the show. And of those who test-drove an EV, for half of them it was their first time behind the wheel of an electric vehicle. It’s clear that nowhere else will EV automakers be able to engage and influence more consumers considering an EV purchase, as well as those on the fence and/ or skeptical of EVs. Consumers were not restricted to static vehicles and displays as they shopped for their next new vehicles. Twenty-five percent of show-goers took advantage of the opportunity to experience the technology and real-world performance attributes of the gasoline and electric cars, trucks and SUVs available in manufacturer ride and drives. Brands providing outdoor test drives this year included Audi, Chevrolet, Ford and Volkswagen. Plus, Camp Jeep, a perennial favorite, brought their largest and most exciting off-road course to the show this year. As dealers, you all know how influential a test drive can be, and for those who test-drove a vehicle at the show, it was by far their number one reason for attending the San Diego Auto Show. Our attendee survey also demonstrated that consumers are vocal when it comes to brands not represented at the show. More than half of our attendees indicated that a brand’s absence will affect their consideration of that brand. They tell us again and again that vehicles they can’t see at the show are pushed further down, and often entirely off, their consideration lists in favor of vehicles that are present on the show floor or in test drives. The seeds planted at the auto show continue to bear fruit throughout the year and extend well beyond the walls of the convention center, as San Diego Auto Show attendees are considered experts within their peer groups. In fact, 61% of San Diego Auto Show attendees give car-buying advice more than twice a year, while 21% offer advice more than six times in a year. “I purchased a Kia Niro plug‑in. Being able to sit in it and see it at the auto show is the reason I bought it two weeks after the show!” NCDA.COM 7
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