We’re excited to report that the 2024 San Diego International Auto Show was another tremendous success, drawing thousands upon thousands of car buyers to the San Diego Convention Center during its four-day run (Dec 29-Jan 1). As the second edition of the show since the COVID-19 hiatus, the San Diego Auto Show provided an enhanced attendee experience by adding brands/vehicles (Subaru, Cadillac and Mazda) and bringing new attractions to the show floor (Nissan Arriya EV Test Track), plus, a record number of EVs and plug-in vehicles for consumers to experience in a variety of different ways. During the show, the San Diego Convention Center was transformed into the largest new vehicle showroom in California. Attendees flooded the show floor to check out all-new vehicle debuts, comparison shop various makes and models, learn about the latest new technology and even take test drives/ rides of new models. And compare they did, with attendees sitting in an average of 12 vehicles while at the show and ranking number two on the list of top reasons to attend the show. Spend some time on the show floor and it becomes clear why auto show attendees tell us that no form of advertising influences more new vehicle purchases than the auto show — not TV, not radio and not even digital. While visiting manufacturer exhibits, engaging with product specialists and taking test drives, car buyers were adding vehicles to their consideration lists and making purchase decisions right then and there. Need more convincing of the power of auto shows? Look no further than these key stats from our post-show survey: • For 60% of our audience, attending the auto show influenced which brand/vehicle they might buy. • More than 50% of attendees added a brand to their consideration lists as a result of attending the show. • 60% of attendees confirmed that a previous vehicle purchase was influenced by attending the San Diego Auto Show. Epitomizing our trademarked slogan, “Where the cars are the stars,” San Diegans saw a wide variety of debuts and new releases for the first time at the show. Ranked as the number one reason consumers NCDA.COM 9
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