After a two-year hiatus due to the COVID-19 pandemic, it was with great anticipation and excitement that we opened the doors to another successful San Diego International Auto Show on December 30. Based on attendance and media coverage, we weren’t the only ones excited to be back!
The public answered the call and filled the convention center during all four days of the show to check out all-new vehicle debuts, comparison shop various makes and models, learn about the latest new technology and even take test drives.
Headlining the show were a wide variety of debuts and new releases seen for the first time by San Diegans at the auto show. These vehicles epitomize our trademark slogan, “Where the cars are the stars,” and seeing them ranks number one on the list of reasons consumers attend the show. While crossovers and SUVs were king, San Diego debuts represented a variety of key market segments, including EVs, hybrids, sports cars, pickups, and sedans. Among the debuts on hand were:
- 2023 Chevrolet Blazer EV
- 2023 Chevrolet Corvette Z06
- 2023 Chevrolet Equinox EV
- 2023 Dodge Hornet
- 2023 Ford Escape ST
- 2024 Ford Mustang
- 2023 Ford Super Duty
- 2023 Honda Accord
- 2023 Honda Civic Type R
- 2023 Honda Pilot
- 2023 Kia EV6 GT
- 2023 Lexus RX
- 2023 Mitsubishi Outlander PHEV
- 2023 Nissan Ariya
- 2023 Nissan Z
- 2023 Toyota bZ4X
- 2023 Toyota Crown
- 2023 Toyota GR Corolla Rally Concept
- 2023 Toyota Prius Prime
- Toyota Tundra Trailhunter Concept
Over four busy days, the San Diego Convention Center was transformed into the largest new vehicle showroom in San Diego County. It was incredible to see the sheer number of people attending each day. The exhibit halls and test drives were full of new car buyers who were there to comparison shop for a new vehicle purchase or lease — which ranked number two on the list of top reasons to attend the show.
While visiting manufacturer exhibits, engaging with product specialists and taking test drives, consumers were adding vehicles to their consideration lists and making purchase decisions right then and there. That means good things for San Diego County new car dealers because auto show attendees told us that no form of advertising influences more new vehicle purchases in San Diego County than the auto show — not TV, not radio and not even digital.
“For busy moms like me, the auto show is a wonderful no‑pressure way to comparison shop. It’s how I picked my previous vehicle.”
Exhibitor feedback on site reflected the impressive attendee turnout and excitement. Manufacturer representatives we spoke to were surprised and impressed by the crowds returning to the San Diego International Auto Show. More than one mentioned that they were understaffed to manage the volume of consumer inquiries. Others noted that they wish they’d had more exhibit space for additional vehicles to better reflect the interest of car buyers on site to comparison shop.
As our auto show Chairman and Premier Automotive’s Vince Castro put it: “The San Diego Auto Show blew away my expectations. I saw large crowds that were thirsty to see the latest cars they couldn’t see on dealers’ lots, and they were hungry for information. In my 35 years of seeing auto shows, I don’t recall seeing large groups consistently gather around the exhibitors’ podiums, listening to their presentations. The need for our future buying guest to experience all the senses the show presented was never more evident than in the shows ride and drives which, again, were consistently full to drive vehicles they couldn’t even see on dealers’ lots, especially the EV’s.”
When it comes to EVs, this year’s San Diego Auto Show delivered with 30 different EV models on display or available for a test drive. Survey results confirmed that the San Diego Auto Show will lead San Diego’s transformation to an all-electric future as the largest and most important EV event in San Diego County. Nearly 60% of San Diego Auto Show attendees are considering the purchase or lease of a plug-in vehicle, and that number jumps to almost 80% for those who test-drove an EV at the show. And of those who test-drove an EV, for half of them it was their first time behind the wheel of an electric vehicle. It’s clear that nowhere else will EV automakers be able to engage and influence more consumers considering an EV purchase, as well as those on the fence and/or skeptical of EVs.
Consumers were not restricted to static vehicles and displays as they shopped for their next new vehicles. Twenty-five percent of show-goers took advantage of the opportunity to experience the technology and real-world performance attributes of the gasoline and electric cars, trucks and SUVs available in manufacturer ride and drives. Brands providing outdoor test drives this year included Audi, Chevrolet, Ford and Volkswagen. Plus, Camp Jeep, a perennial favorite, brought their largest and most exciting off-road course to the show this year. As dealers, you all know how influential a test drive can be, and for those who test-drove a vehicle at the show, it was by far their number one reason for attending the San Diego Auto Show.
“I purchased a Kia Niro plug‑in. Being able to sit in it and see it at the auto show is the reason I bought it two weeks after the show!”
Our attendee survey also demonstrated that consumers are vocal when it comes to brands not represented at the show. More than half of our attendees indicated that a brand’s absence will affect their consideration of that brand. They tell us again and again that vehicles they can’t see at the show are pushed further down, and often entirely off, their consideration lists in favor of vehicles that are present on the show floor or in test drives.
The seeds planted at the auto show continue to bear fruit throughout the year and extend well beyond the walls of the convention center, as San Diego Auto Show attendees are considered experts within their peer groups. In fact, 61% of San Diego Auto Show attendees give car-buying advice more than twice a year, while 21% offer advice more than six times in a year.
“Seeing the cars in person, sitting in them, and being able to discuss with the representatives was a better experience than talking to a car salesperson on a lot. They literally are there to chat and give information rather than sell you a car on the spot to make a quota. My husband and I have already decided on our next car based on the auto show.”
Feature attractions that also add value and drive show attendance were popular once again this year. Electric Avenue was a hub for all things electric and featured a variety of plug-in and fuel cell vehicles from Chevrolet, Hyundai, Kia, Toyota, Volkswagen and Volvo. Several manufacturer product specialists were on hand to answer questions about EV ownership, and companies in the energy and charging space rounded out the exhibit.
Nissan returned to sponsor our Military Appreciation program, which included the distribution of thousands of complimentary tickets to active and recently retired military personnel from their San Diego stores, in addition to supporting our military discount offers.
The GoldenBoy Mobility Zone featured a wide variety of accessible vehicles and adaptive equipment to help those with physical challenges, and the San Diego Automotive Museum brought an incredible array of classic cars to the show. Sunday’s Family Day offered free admission to all children 12 and under to enjoy the many kid-friendly activities at the show.
“We ended up making a purchase decision by comparing only the brands that attended.”
And if people didn’t attend the show (and they missed a great one!), it wasn’t for lack of exposure. This year’s media coverage of the show was phenomenal, with local media outlets providing outstanding coverage throughout the entire run of the show. The San Diego Auto Show has always enjoyed a great relationship with local media, who understand that supporting the dealer community through auto show coverage parlays into success throughout the year for all concerned. Our hats are off to KNSD, KUSI, KFMB, NFMB, KGTV, KSWB, XEWT, Cox, KBNT, Audacy, iHeart, LMA, Uniradio, Radio Latina, and media sponsor, the San Diego Union-Tribune for your continued support.
