Pub. 7 2018-2019 Issue 4

Spring/Summer 2019 17 an OEM has the opportunity to communicate with current and potential consumers in their own backyards, oftenwith local brand representatives who speak to consumers in terms with which they are comfortable and who will heighten their relationship with the brand. Unfortunately, a number of OEMs have recently decided to pull back their investments in auto shows — often in favor of new digital tools. And while digital’s potential for marketing is growing, the gritty reality is that many consumers require an in-person experience with a product before purchase. Luckily, OEMs don’t have to reinvent the wheel. America’s auto shows are a proven investment that pays high dividends, not just in raw sales but in brand excitement and customer experience — particularly when consumers are questioning whether the time is right to buy a new vehicle at all. This is why smart automakers don’t see auto shows as a relic of the past, but rather as a launchpad for their digital marketing prowess. It is true that show costs have unfortunately escalated in recent years — as convention centers have raised rates, displays have become more sophisticated, and the cost of logistics continue to rise. But that’s no justification for throwing the baby out with the bathwater. And the brand gurus know this. There’s a big difference between expenses and investments. We hope the OEMs come back around towhat dealers know and what the numbers show: Auto shows drive sales and brand loyalty. Let’s find a way to harness that reality and make auto shows work better for us. The numbers clearly tell us that showing the metal is still the best way to move the metal. Get Ready for San Diego Plans are moving rapidly ahead for the San Diego International Auto Show January 1-5, 2020. Automakers are lining up to return, along with a number of new features in the works that will be announced in the coming months. Spread the word as the second largest auto show on the west coast will be here to entertain and educate our savvy San Diego new car-buying consumers. Keep track of the latest information on www.SDAutoShow.com. Let’s find a way to harness that reality and make auto shows work better for us. The numbers clearly tell us that showing the metal is still the best way to move the metal.