2014 ATTENDEE SURVEY REPORT

#NYIAS

NEW YORK INTERNATIONAL AUTO SHOW 2014 ATTENDEE SURVEY REPORT

TABLE OF CONTENTS

03 2014 ATTENDEE SURVEY REPORT #NYIAS

A summary of three principal surveys administered during the 2014 New York International Auto Show / April 2014 Exit Interviews – Display Intercepts – Local Resident Interviews

05 07 09 17 25

INTRODUCTION & METHODOLOGY

KEY FINDINGS

DEMOGRAPHIC COMPARISON

ATTENDEE BEHAVIOR

INTENT TO PURCHASE

INTRODUCTION & METHODOLOGY

Welcome to the Attendee Study of the 2014 New York International

Auto Show Conducted by Foresight Market Research

The Attendee Study of the 2014 New York International Auto Show, conducted by Foresight Market Research, was designed to assess the impact and influence of the Auto Show and to measure the marketing effectiveness of Auto Show participation. It measures both individual exhibits and overall Auto Show consumer experience and composition at the 2014 New York International Auto Show.

05 2014 ATTENDEE SURVEY REPORT #NYIAS

The study was conducted in three parts:

1. EXIT INTERVIEWS • A total of 477 Auto Show attendees were intercepted at Show exits to represent a cross-section of Show attendees for comparison purposes to the display surveys. • These surveys were administered April 18 – April 20, 2014. 2. DISPLAY INTERCEPTS • A total of 1,408 display visitors were intercepted and surveyed at a total of 12 different branded displays. • This survey was administered by random intercept methodology during the 2014 New York Auto Show. • Respondents were intercepted after being observed within the display for a few minutes, allowing them time to absorb the display imagery and content. • Respondents were qualified on the basis of being age 18+ and not employed by an automotive manufacturer, OEM supplier or dealership. A cross-section of age, gender and ethnicity was achieved. Further, both a mix of brand owners and non-owners were surveyed. 3. LOCAL RESIDENT INTERVIEWS • 1,004 surveys were administered among households in the New York area. Of these households, 207 attended the Auto Show and 797 did not. This base (207) represents “Local Attendees” in this report. • Households were sampled via Internet panel and administered after the Auto Show (April 28 – May 6, 2014). • This data was weighted demographically according to New York CSA population data to ensure representativeness.

KEY FINDINGS

The Numbers

The New York International Auto Show attracts a sizable pool of prospects • Approximately 678,000 households, representing 7% of the households in the market area, attended the 2014 Show. • The Show drew from a wide geographic area, with more than 22% of attendees coming from outside the local area. • Show visitors were more influential, more educated, more affluent, and more likely to be in the market for a new vehicle than the local population.

INTEND TO PURCHASE OR LEASE A CAR IN THE NEXT 12 MONTHS

60%

3.45 HRS

AVERAGE TIME SPENT AT THE SHOW

24%

FIRST TIME ATTENDEES

HAVE A HOUSEHOLD INCOME EXCEEDING $100,000

60%

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DEMOGRAPHIC COMPARISON: LOCATION

NYIAS attendance came from a wide geographic area–one in every five Show visitors came from out of area, compared to one in every eight in 2014.

WHERE DID ATTENDEES COME FROM?

Percent of Attendees:

NEW YORK CITY

27%

Manhattan, Brooklyn, Queens, The Bronx and Staten Island

27%

NEW JERSEY

NEW YORK Westchester, Rockland, Dutchess, Putnam, Nassau and Suffolk

20%

04%

CONNECTICUT

22%

OUTSIDE OF AREA

DEMOGRAPHIC COMPARISON: NEW YORK DMA VEHICLE RANKINGS

09 2014 ATTENDEE SURVEY REPORT #NYIAS

First-Largest Market

Second-Largest Market

includes Ram

26 + 31 + 16 +17+ 8+ 2 E 39 + 35 + 11 +10+ 5 E DEMOGRAPHIC COMPARISON: AGE & ETHNICITY NYIAS drew a younger audience—73% of attendees surveyed while exiting the Show were under the age of 45. EXIT INTERVIEWS AGE EXIT INTERVIEWS ETHNICITY 26% AGE: 18-24 31% AGE: 25-34 16% AGE: 35-44 8% AGE: 55-64 2% AGE: 65+ 11% HISPANIC / LATINO 35% AFRICAN AMERICAN 10% ASIAN PACIFIC 5% OTHER

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39%

CAUCASIAN

17%

AGE: 45-54

NYIAS draws a diverse group of attendees—over one-half (61%) of attendees surveyed while exiting the Show identified themselves as a minority.

DEMOGRAPHIC COMPARISON: EDUCATION & INCOME

NYIAS drew a highly educated group—over 74% of Show attendees held a bachelor’s degree or higher.

1%

6%

NO HIGH SCHOOL DIPLOMA

HIGH SCHOOL GRADUATE / GED

19%

SOME COLLEGE / ASSOCIATE’S DEGREE

EXIT INTERVIEWS EDUCATION

74%

BACHELOR’S DEGREE OR HIGHER

3 + 9 + 28 + 31 + 15 + 14 E LOCAL ATTENDEES INCOME 3% UNDER $25,000

13 2014 ATTENDEE SURVEY REPORT #NYIAS

14%

9%

$200,000 OR MORE

$25,000 TO LESS THAN $50,000

15%

28% $50,000 TO LESS THAN $100,000

$150,000 TO LESS THAN $200,000

21 + 19 + 28 + 15 + 8 + 9 E LOCAL RESIDENTS U.S. CENSUS INCOME

9%

21%

$200,000 OR MORE

8%

31%

UNDER $25,000

$150,000 TO LESS THAN $200,000

$100,000 TO LESS THAN $150,000

15%

$100,000 TO LESS THAN $150,000

28% $50,000 TO LESS THAN $100,000

19%

$25,000 TO LESS THAN $50,000

NYIAS attendees were more affluent than the local market—60% of attendees have a household income above $100,000 compared to the local market with 32% above $100,000.

DEMOGRAPHIC COMPARISON: GENDER

Women’s presence at the Show continues to increase as we tailor more marketing efforts toward this high purchase-power demographic.

60% MALE

EXIT INTERVIEWS GENDER

40% FEMALE

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AUTO SHOW ATTENDANCE:

ATTENDANCE FREQUENCY

NYIAS attracted a loyal clientele—64% of attendees and 58% of Exit Interviews indicated that they visit annually or every other year. One in four Exit Interviews (24%) were first-time visitors this year.

40%

58% of Exit Interviews indicated that they visit annually or every other year.

I TYPICALLY ATTEND EVERY YEAR

I TYPICALLY ATTEND EVERY OTHER YEAR

18%

I ATTEND EVERY 3-5 YEARS

11%

I HAVE RARELY ATTENDED THIS AUTO SHOW

07%

THIS WAS THE FIRST TIME I ATTENDED THIS AUTO SHOW

24%

EXIT INTERVIEWS

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AUTO SHOW ATTENDANCE:

INCIDENCE OF INFLUENCERS Influential people (Shouters, High Influencers and Talkers) attended the Show at more than double the rate than they exist in the local market (26% vs. 10%).

01% 03% 06%

02%

SHOUTERS 16+

09%

HIGH INFLUENCERS 10-15

15%

TALKERS 6-9

MORE THAN 1 IN 4 LOCAL ATTENDEES will give six or more automotive recommendations in an average year, more than 3x the local market as a whole.

49%

LOW INFLUENCERS 1-5

49%

41%

SILENTS 0

25%

LOCAL ATTENDEES

LOCAL RESIDENTS

35 + 65 Q AUTO SHOW ATTENDANCE: EFFECTS OF BANNER ADVERTISING Before you entered the Auto Show floor today, did you notice any car brand banners hanging in the concourse? Almost two-thirds of the Exit Interview respondents noticed the car-branded banners. Of those who did notice the banners, seven in ten were influenced by the banners to visit a display. 65% YES 35% NO

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35 + 65 Q Did the banners influence you to visit a display? 71% YES 29% NO

AUTO SHOW ATTENDANCE: PURPOSE

The Show continues to be seen as a place to shop—59% of attendees were influenced to attend as a way to compare vehicles prior to shopping at a dealership. “Seeing new vehicles just coming out,” “It’s fun and entertaining” and “Concept cars on display” also topped the influence list.

Messages Influencing Auto Show Attendance

82%

SEE NEW VEHICLES JUST COMING OUT

77%

IT’S FUN AND ENTERTAINING

60%

CONCEPT CARS ON DISPLAY

GREAT OPPORTUNITY TO COMPARE VEHICLES AND SHOP BEFORE GOING TO A DEALER

59%

51%

EXOTIC OR CLASSIC CAR DISPLAYS

45%

LEARN ABOUT VEHICLE ACCESSORIES AVAILABLE

42%

LEARN ABOUT NEW ELECTRONIC FEATURES IN VEHICLES

15%

DISCOUNTS ON NEW VEHICLE PURCHASE

13%

A DRIVE COURSE OR RIDE AND DRIVE AVAILABLE

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TIME SPENT AT THE AUTO SHOW

On average, NYIAS attendees spent approximately three hours and 45 minutes at the Show.

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4 HOURS AND 13 MINUTES

3 HOURS AND 45 MINUTES

LOCAL ATTENDEES

RIDE & DRIVE PARTICIPANTS

BRAND DISPLAY ATTENDEE IMPORTANCE RATINGS The top three most important display elements to Show visitors are directly related to product discovery and vehicle shopping—the ability to access the vehicle, having a full selection of vehicles to choose from and having specific vehicles of interest to visitors.

Local Area Attendees (Top 2 Box Rating, 5 Point Scale)

74%

THE ABILITY TO ACCESS / SIT IN THE VEHICLE

73%

FULL SELECTION TO CHOOSE FROM

69%

HAVING A SPECIFIC VEHICLE I AM INTERESTED IN

66%

CONCEPT CARS ON DISPLAY

53%

PRODUCT SPECIALISTS WERE HELPFUL

50%

PRODUCT SPECIALISTS WERE AVAILABLE

48%

INTERACTIVE DISPLAYS AND COMPUTER TERMINALS

47%

AVAILABILITY OF VEHICLE ACCESSORIES

46%

DISPLAYS FIT THE IMAGE OF THE BRAND

42%

AVAILABILITY OF BROCHURES

32%

NARRATOR GIVING VEHICLE PRESENTATION

31%

HIGH-TECH ELEMENTS (SUCH AS CUT-AWAY CARS OR ENGINES)

CAR SHOPPERS: NEW-CAR INTENTION COMPARISON NYIAS attendees looked to purchase or lease new-vehicles—60% of attendees were 12-month new-vehicle intenders, significantly above the local market (30%).

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0-3 MONTHS

05%

10%

07%

4-6 MONTHS

18%

18%

7-12 MONTHS

60% of attendees are 12-month new-vehicle intenders.

32%

47%

12+ MONTHS

35%

23%

NEVER/NOT SURE

5%

LOCAL ATTENDEES

LOCAL RESIDENTS

HELP SHOPPERS MAKE DECISIONS

Thirty-two percent of attendees added one brand or more to their consideration list as a result of their Show experience.

32 + 68 Q Added brands to their consideration list 32% +

Brand Consideration NYIAS attendees both expanded and refined their shopping lists at the Show.

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-

Subtracted brands from their consideration list 10%

LUXURY VS. NON-LUXURY NEXT-BRAND INTENTIONS NYIAS attracted a very high mix of premium buyers (reflective of the incomes measured among the NYIAS attendees and considering the market mix of luxury brands in the NY market). Respondents were only slightly more likely to say that purchase would be from a non-luxury brand rather than from a luxury brand.

39%

MOST LIKELY A LUXURY BRAND

45%

MOST LIKELY A NON-LUXURY BRAND

16%

UNSURE, HAVEN’T DECIDED YET

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POST-SHOW PLANS More than one-half of respondents said they planned to visit a dealership subsequent to their NYIAS experience. Another 39% indicated plans to talk about new vehicles with friends or relatives.

55%

VISIT A DEALERSHIP

39%

TALK ABOUT NEW CARS WITH FRIENDS OR RELATIVES

24%

VISIT AN AUTO MANUFACTURER OR DEALER WEBSITE

13%

BLOG OR POST ONLINE ABOUT CARS

11%

READ AN AUTO-RELATED PUBLICATION

10%

CONSULT AN AUTO-RELATED CONSUMER GUIDE OR WEBSITE

#NYIAS

2014 GNYADA Chairman of the Board: ROBERT VAIL, Vail Buick GMC

Public Relations: SAMS CRISPE COMMUNICATIONS 27 West 20th Street, Suite 502

GNYADA President: MARK SCHIENBERG Auto Show Committee Chair: JOHN LASORSA, LaSorsa Buick Chevrolet Auto Show Committee Vice Chair: BRIAN MILLER, Manhattan Motor Cars, Inc. Committee: GARY BROWN, Brown’s Jeep Chrysler Dodge LEE CERTILMAN, Nardy Honda LOUIS G. GIORDANO, Croton Dodge Chrysler Jeep MARYANN KOLB, Bill Kolb, Jr. Subaru Inc. NEALE KUPERMAN, Rockland Toyota MICHAEL LEVITAN, Land Rover Glen Cove

New York, NY 10011 Tel: 212-560-9494 CHRIS SAMS chris@samscrispe.com NICK CRISPE nick@samscrispe.com

2015 Auto Show Dates: MEDIA/PRESS DAYS: INDUSTRY PREVIEWS:

APRIL 1-2, 2015 APRIL 2, 2015

CHARITY GALA: APRIL 2, 2015 PUBLIC SNEAK PREVIEW: APRIL 3, 2015 OPENING DAY CEREMONIES: APRIL 4, 2015 PUBLIC DAYS: APRIL 3-12, 2015

TONY MAZZA, Lexus of Mt. Kisco ROBERT PENN, Penn Toyota, Ltd. MARVIN SUSKIN, Scarsdale Ford, Inc. NICK TOOMEY, Rallye BMW Auto Show Staff: ALAN LIEBENSOHN, Show Director alan@autoshowNY.com DIANE THOMPSON, Operations Manager diane@autoshowNY.com JESSICA HODGES, Marketing Manager jessica@autoshowNY.com

The New York International Automobile Show is owned and operated by the Greater New York Automobile Dealers Association: 18-10 Whitestone Expressway Whitestone, NY 11357

New York International Auto Show Headquarters

18-10 Whitestone Expressway Whitestone, NY 11357

718-746-5300

AutoshowNY.com