2019 NYIAS Dealer Brochure

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.

MINI

VOLVO

BMW

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.

Source: 2018-2019 Auto Show Season Market Tests ©; Foresight Research