Dear Dealer Members,

This issue of San Diego Dealer highlights our premier event, the San Diego International Auto Show, “Where the Cars are the Stars.®” I want to take this opportunity to offer a big “thank you” to the manufacturers and dealers who helped make this year’s show so successful.

The 2024 edition of the San Diego Auto Show drew enthusiastic crowds that engaged with exhibitors throughout all four days of the show (Dec. 29-Jan. 1). This year’s show featured a wide variety of vehicles on display from more brands than last year, as well as 20 debuts and new releases, a record 35 plug-in vehicles, outdoor test drives of both gas, hybrid and electric vehicles, and an all-new, indoor EV test track.

An increasing number of dealer ad associations, dealer groups and individual dealerships have stepped up to support the show, and all benefitted from engagement with the thousands upon thousands of car buyers who have shown no lack of interest in auto shows.

Our post-show survey of attendees and non-attendees alike offers valuable audience insights that reflect the incredible influence the San Diego Auto Show has on car shoppers. It also documents how absent brands are truly missing out as car buyers replace their offerings on consideration lists with vehicles that are on display and available for test drives at the show. On a related note, the biggest ask from current and prior attendees is that they want to see more brands at the show.

Not only is the auto show the most effective opportunity for automakers and dealers to engage consumers and influence vehicle purchase decisions, it’s also the primary fundraising mechanism for the New Car Dealer Association. With that, I urge you to review the data presented in this issue, and to consider the unbeatable marketing opportunities at the show as you have discussions with automakers and your fellow dealers about future marketing initiatives.

Best regards,
Scott