Pub. 3 2014 Issue 2

12 San Diego Dealer An Industry at the Speed of Change A utomobile development times have radically decreased from just a decade ago. Used to be that auto suppliers would be bidding on jobs that were five-to-seven years out. No more. Today, vehicle development time can be as short as three years – two if it’s fast tracked. And those vehicles have more content than ever before, and when the next product cycle rolls around, they’ll have even more new content, mostly in the area of electronics. The industry is moving at the speed of change. It’s driven by change demanded by consumers and the industry that feeds them the latest, fastest, most intuitive, etc., etc. And, of course, the regulatory bodies. Safety and emissions have never been a bigger target than they are today, and for good reason. It is mind-blowing. But it’s never been better for auto retailing and for auto shows that market those new cars. We have become a culture that wants to upgrade, thanks to smart phones and instant communications. People want what is now. It’s a bonus that quality is the best it’s ever been and that cars can stay on the road longer than ever. The San Diego International Auto Show is prepared to give “now” to consumers. With over 500 new-model vehicles waiting to be viewed, sat in, smelled, photographed, envied, even drooled over (much to the distress of the car detailers), it’s the biggest showroom in San Diego County, and it runs for four days starting Jan. 1, 2015. This year’s show is shaping up to be the best ever, said Kevin Leap, the show’s director. “Every year we evaluate two key elements of the show,”said Leap.“We look at what our automaker customers want, and we look at what people attending the show want.” Leap says that trips to Detroit to meet with the auto show executives at the OEs provide invaluable insight into how to improve the show. “We learn what challenges they face regarding competition for show properties, budgets, and what their product priorities are,”said Leap.“We take that knowledge and apply it when finalizing floor plans and locating our features to maximize the automakers’ exposure.” Building that relationship has paid off, said Leap, noting that several automakers have increased their footprint, and are bringing Tier One exhibits. Leap also said that Ride & Drives, a feature that San Diego has become expert at, would continue to have a prominent role in the show, with 13 events scheduled. “The Ride & Drive is the single most effective tool we have to get our audience into a showroom,” said Leap. “The product specialists educate the consumer as they experience the features and driveability of the car without any sales pressure, giving thema true appreciation for the vehicle.” In fact, said Leap, the entire show strives to present the vehicles in a non-sales environment, giving consumers the chance to evaluate the vehicles at their leisure.