Auto shows are back in full swing and propelling dealers, as well as the industry, forward. Today on CBT NOW we’re joined by Mark Schienberg, President of the Greater New York Automobile Dealers Association, as setup is being done on the show floor of the New York International Auto Show, beginning April 7.
The New York Auto Show is the best place to do your research before buying a new vehicle. Millions of New Yorkers have attended the show for more than a century to take advantage of everything the automotive industry has to offer and to get a look into the future. It is the only place where new technology can be openly explained and explored, and where the information is thorough and interesting. The annual display of cars and the excitement that it generates has been a hallmark of the industry since the first New York Auto Show debuted in November 1900 at the original Madison Square Garden.
The one stop shop
The value of an automotive show is significant for the in-market consumer, particularly as we transition to an electrified environment. These shows, according to Schienberg, “really cater to the ability for the consumer to receive information, sit in the vehicles, and add or subtract a variety of vehicles from their choice list.” Auto shows are the top marketing venue for helping people make decisions, he adds, “and they are intended to be a one-stop shop year after year to give people more insightful information.”
Eight out of ten dealers claim that these car shows are bringing customers to their showrooms and, as a result, are generating significant sales even though the world is facing serious turmoil. Whereas, the pent up demand has highlighted the shows consumer attendance, which over the years have been massive. According to Schienberg, “we saw 55 and older attendees drop off last year due to their concerns with COVID, but this year that concern has dropped off so they are starting to return.”
Electrification
100 years ago, the original Auto show featured some steam-powered, gas-powered, and battery-operated vehicles. “We really have come full circle,” says Schienberg. Adding, “electrics are now the major component of Auto Shows. The point is that a few years ago we couldn’t have a car running because of the emissions, but now we have five ride and drive EV programs.” People can now enter an EV and benefit from the experience and information the exhibit offers. Additionally, seven out of ten riders who participated in the EV programs at the car show went on to buy an EV in the future, according to a study done by J.D. Powers after the show.
