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.