Pub. 3 2014-2015 Issue 3

Winter 2015 15 I t’s a sight to behold—the opening day lines at the San Diego International Auto Show, that more often than not, line the entire front of the convention center and at times, reach as far as the Marriott Hotel. This year was no exception as the San Diego International Auto Show opened its doors January 1st through 4th. SanDiego International Auto Showmanagement reported an increase in attendance over last year with last year being a 5-day show and this year returning to a 4-day run. The show boasted sev- eral global exhibits, more Ride & Drives and the addition of new sponsors, such as Ally Auto, which contributed to an overall increase in bottom line revenue. Sponsorship activation is a key component to growing the auto show as it becomes a platform for sponsors to showcase their products in a unique setting with thousands of consumers at their fingertips. Show management intends to create new sponsorship opportunities and present these opportunities at the LA and Detroit manufacturer meetings later this year. Consumers were eager to take advantage of the non-selling environment and recent exit survey results showed that over 60% of attendees plan to, or are considering the purchase of a new car in 2015. Additional results showed over 50% of attendees said the auto show influenced their purchasing decision in a positive manner. Those results, coupled with the popularity of the show itself, hint at a positive year in sales in San Diego County. With projected sales nationally of over 16 million units, the market should reflect the healthy state of the industry. The San Diego Auto International Auto Show, owned, produced and presented by the New Car Dealers Association San Diego County, is the primary means of stimulating car sales in the new year and is the highest attended consumer event at the San Diego Convention Center. It is the second-largest auto show in California, and ranks at the top nationally for 4 and 5-day shows. Management has announced next year’s San Diego International Auto Show will take place Thursday, December 31st, 2015 through Sunday, January 3rd, 2016. tional Auto Show mers Are Ready to Buy