Pub 9 2020-2021 Issue 1

12 San Diego Dealer Dealers and auto show organizers point out that auto shows’ expec- tations need to shift from the glitz and glam of the media coverage to the nuts and bolts of reaching consumers and selling cars. “For the EU OEMs, auto shows are more of a showcase for media, but in the U.S., we sell cars through shows,” says MADA’s Lambert. “The domestic marketing departments understand: This is how people shop for cars. They come in and kick the tires.” “We all recognize consumer shopping habits have drastically changed in the last decade. The automotive business is no exception,” says Jackson. “One thing has certainly not changed: Having a consumer experience a vehicle is still the No. 1 factor when it comes down to persuasion and choice. There is nothing like feeling the seat, holding the steering wheel, checking out the technology, counting the cup holders, lifting the hood — that new-car smell.” Continued from page 11