2017 NYI Auto Show Report

THIS YEAR’S POSTER CAPTURES TWO ICONIC SYMBOLS OF URBAN CHIC WITH AUTOMOTIVE EXCELLENCE —John LaSorsa, New York Auto Show Chairman

Auto Shows Drive New Vehicle Sales For 117 years, the Show has herald- ed the arrival of the latest new cars and trucks available for car buyers to purchase at local area dealer- ships. Surveys of Show attendees continued to confirm that people love cars in ever growing numbers and they visit the Show in huge num- bers because they want to research their next new car or truck. Com- bined with the increase in OEM’s direct marketing and advertising to consumers and the explosion of television, print, online and social media reports and reviews, the New York Auto Show is unique in that it is a global newsmaker as well as a regional sales event rolled into one. Proudly Celebrating New York’s Rich Automotive History There’s no disputing that today greater New York is the largest DMA in the country for new vehicles sales, but many are surprised to learn that at the beginning of the 20th Century —before vehicle automation took off in Detroit—New York State was also the epicenter of automobile man- ufacturing and racing in the United States. At this year’s Show we will have an incredible exhibit of vintage vehicles built and raced in New York from that period for you to enjoy.

N Y I A S S H O W N E W S

Poster Art In another new move, the New York Auto Show launched its 2017 new poster campaign exclusively via social media for the first time. In another first, video was used to add excitement to the poster launch. By asking ‘What’s Your Drive?’ the 2017 Show poster is designed to start the conversation about what stirs emotions and powers up the imagination. “Nothing exemplifies individual freedom better than the automobile, and nothing represents New York City better than its storied streets. By combin- ing them in a fun, imaginative way, this year’s poster captures these two icon- ic symbols of urban chic with automotive excellence, creating an image that will resonate with Show visitors,” remarked New York Auto Show chairman John LaSorsa. The poster art is the backbone of a comprehensive media campaign that will be featured on area billboards, television and print ads, Subway cars, plus a wide range of social and digital media applications.

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