NEW YORK AUTO SHOW DRIVES SALES F O R T R I - S T A T E D E A L E R S
FROM THE PRESIDENT Why the New York International Auto Show has always been a driving force for vehicle sales
F or 120 years, the New York International Auto Show has been showcasing vehicles to hundreds of thousands of automobile buyers each year in America’s largest automobile market. What makes the Show so important to your dealership? Facts like this: 7 out of 10 Auto Show attendees are in the market to buy a new car or truck in the next 12 months. There is simply no other event or marketing channel supplying this volume of in-market auto shoppers to your doors. That should say it all, but if you’d like to learn more, please take a look at the compelling data included in this quick fact sheet. The New York Auto Show brings potential car buyers from New York, New Jersey and Connecticut together in an exciting atmosphere that allows consumers to explore and learn about the latest new cars and trucks available to them at your business. The data in this report shows that after attending the New York Auto Show, buyers often expand and narrow their choices before visiting local dealerships. For example, in 2019, 36% of the Show’s 12-month intenders added brands to their consideration list as a result of their visit. Surprisingly, for the first time, two major automakers made the decision last year not to participate in the New York Auto Show. At the time, the Greater New York Automobile Dealers Association knew it was a bad decision that would negatively affect some of its members, but we didn’t have the data to back it up.
Now we do. The Association commissioned Foresight Research, the auto industry’s most widely used and trusted source for consumer buying data, to identify the impact of manufacturers skipping the Show.
And the penalties for not exhibiting are severe.
At the 2018 New York Auto Show, BMW experienced brand exposure from 225,000 households that recalled visiting its exhibit. Of those households, 153,600 were 12-month intenders. BMW surrendered all of that exposure by skipping the 2019 Show. Furthermore, BMW’s brand opinion among visitors dropped by 22% due to its absence from the 2019 Show. More alarming, purchase consideration declined by 21%, according to to Foresight Research. As we head towards 2020, we want to remind you what a powerful resource the New York Auto Show is for your business, and also to enlist your full support in promoting this incredible 120-year old event to your OEMs and customers throughout the Tri-State area. This brochure provides practical information that we encourage you to share with your manufacturers to ensure that next year’s Show drives even greater numbers of highly motivated car buyers—educated on your brand—directly to your dealership.
Mark Schienberg —
— Mark Schienberg, GNYADA President
P E N A L T I E S F O R S K I P P I N G T H E 2 0 1 9 N E W Y O R K A U T O S H O W
A LOSING PROPOSITION Being a no-show at one of the world’s premiere auto shows can put the brakes on automotive brands. Luxury brands BMW , Volvo , and MINI skipped out on the New York International Auto Show in 2019, and they suffered major losses in brand exposure, brand opinion, and consideration gains that they had previously enjoyed in 2018.
225,000 attendees recalled visiting BMW’s display at 2018 NYIAS–all of which was lost as a result of the brand’s absence from the show 22% of attendees reported their opinion of BMW declined as a result of the brand’s absence from the show 7% of gains in brand consideration from 2018 were lost by not appearing in the 2019 show
102,600 households who recalled Volvo’s display in 2018 were lost by the brand’s absence from the show 17% of attendees reported their opinion of Volvo declined as a result of the brand’s absence from the show
28% of attendees reported that their likelihood to purchase declined 21% brand opinion declined as a result of MINI’s absence from the show
Brands who were absent from US auto shows in 2018/19 lost between 25% and 60% “added to consideration” value DID YOU KNOW? !
WHY IS “ ADDED TO CONSIDERATION ” AT AUTO SHOWS SO KEY? Show. ED TO CONSIDERATION ” AT AUTO SHO S SO KEY?
Because 18% of buyers who attended an auto show ended up buying a brand they were not considering before the show.
K E Y D A T A F R O M 5 6 A U T O S H O W S A C R O S S T H E C O U N T R Y
COAST TO COAST, AUTO SHOWS MOVE METAL
+ + Among buyers attending auto shows, the shows are more influential than TV ads, print advertising, or PR in their purchase decision and just as influential as digital or word of mouth + + 18% of buyers who attended an auto show purchased a brand not considered prior to attendance
+ + Over 10 million attendees visited shows across the U.S. + + 1 in 5 buyers go to an auto show before buying their next new vehicle
+ + Among buyers attending auto
shows, the influence of the show on their purchase has been over 50% since 2014 and was 54% in 2018
6.5 MILLION households attended auto shows across the country last year
45% of New York Auto Show attendees are female
4.75 HOURS average time attendees spend at the New York Auto Show
A POWERFUL LEGACY FUELS CAR PURCHASE DECISIONS 120 years ago, a group of New York City dealers gathered to showcase their automobiles to a growing group of consumers intrigued by the prospect of owning a ‘horseless carriage.’ And so began a journey to what is now the New York International Auto Show—and the largest DMA for new vehicle sales in the nation. Today, the New York Auto Show is where most car-buying decisions are made. The buzz and momentum provided by the OEMs through their new products, innovative displays and immersive face-to-face experiences drive attendees to dealerships in New York, New Jersey and Connecticut on an unmatched scale.
Make sure your dealership is on their list.
THE NEXT NEW YORK AUTO SHOW RUNS FROM APRIL 10—19, 2020
FOR MORE INFORMATION: CONTACT GNYADA AT 718-746-5900