Pub. 5 2016-2017 Issue 2

Fall 2016 11 International Auto Show has become a premier stop on the North American auto show circuit and a top choice for global manufacturers to display their very best. While many things about auto shows have changed, one thing has not: the common goal of stimulating automotive sales. In the past, it was good enough to simply put “cars on carpet” and pretty people with microphones pointing to hood ornaments. Today, an average exhibit at the SDIAS is 7,000 square feet, featuring cascading walls, high-resolution LED video screens, interactive simulators, and, most impor- tantly, trained product specialists whose sole purpose is to educate consumers in a no-pressure, non-sales environment. Those product specialists play a pivotal role in the auto show experience and most attend intense training programs and obtain certifications in categories such as technology, design, performance, engineering and finance.Their job is to represent the brands and engage with the consumer in a personal, informed manner, making them important influencers of converting auto show attendees to qualified buyers. While pertinent features of cars showcased in 1928 were likely color and upholstery, the features of today’s vehicles align with our tech-savvy, social media driven society, and those features extend to the exhibits themselves. Stop by any exhibit at the San Diego Auto Show and you are sure to find display materials referencing “infotainment” and “connectivity…and yes, “autonomous driving.” Today, the SDIAS has become a platform from which manufacturers present their technological advance- ments and innovations. FromSmart phone applications like AppleCarPlay and advanced voice recognition technology such as SYNC 3, technology plays a sig- nificant role in auto show displays as it aligns with what is happening in dealership showrooms. The virtual retail experience is now front and center for most retailers and provides consumers the opportunity to build their own vehicle by using virtual reality goggles. There is no doubt that the auto show has its place in San Diego history, and will continue to evolve with the fast-moving pace of the automotive industry. Personally, we can’t wait to see what’s next. For more information about the SanDiego International Auto Show, visit www.SDautoshow.com