Page 17 - On The Move - Volume 16, Issue 3

OEM has the opportunity to communicate with current and po- right to buy a new vehicle at all. This is why smart automakers don’t
tential consumers in their own backyards, often with local brand see auto shows as a relic of the past, but rather as a launchpad for
representatives who speak to consumers in terms with which they their digital marketing prowess.
are comfortable and who will heighten their relationship with the
brand. It is true that show costs have unfortunately escalated in recent
years—as convention centers have raised rates, displays have be-
Unfortunately, a number of OEMs have recently decided to pull come more sophisticated, and the cost of logistics continue to rise.
back their investments in auto shows— often in favor of new digital But that’s no justification for throwing the baby out with the bath-
tools. And while digital’s potential for marketing is growing, the water. And the brand gurus know this. There’s a big difference be-
gritty reality is that many consumers require an in-person experi- tween expenses and investments. We hope the OEMs come back
ence with a product before purchase. around to what dealers know and what the numbers show: Auto
shows drive sales and brand loyalty.
Luckily, OEMs don’t have to reinvent the wheel. America’s auto
shows are a proven investment that pays high dividends, not just Let’s find a way to harness that reality and make auto shows work
in raw sales but in brand excitement and customer experience— better for us. The numbers clearly tell us that showing the metal is
particularly when consumers are questioning whether the time is still the best way to move the metal.

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