Rochester MI May 15, 2018 Foresight Research has been tracking attendance at U. S. auto shows for the past several years. We find that the attendance of auto shows increased dramatically from 2009 to 2015 as the Millennials returned to the new car market and they often attend auto shows to shop for their new vehicle. Since 2016 attendance leveled off, even though in the 2017- 2018 season one major show, the Miami International Auto Show, was cancelled due to a hurricane. The total U. S. show attendance numbers for the past three years are:
2017 – 2018 6.9 million households
2016 – 2017 6.9 million households
2015 – 2016 6.9 million households
While we track attendance on a household basis, we find that about 1.6 people per household attend an auto show. With that, about 11 million people attended an auto show this past season.
Further, we found that 2 out of 3 attendees at auto shows were in the market to purchase a new vehicle in the next year. This is what makes auto shows so effective – they attract high numbers of new car prospects. Although still at a very high rate, the number of prospects slightly declined from the high water mark of 2016 – 2017, consistent with the slight decline in auto sales since then.
2017 – 2018 4.7 million households
2016 – 2017 5.0 million households
2015 – 2016 4.4 million households
What are these people doing there, just having a fun day kicking tires? Not on your life! While there, attendees establish or cement their brand opinion, expand and focus their consideration list, and even make final brand buying decisions – all in a fun environment.
For the 2017 – 2018 auto show season, the Foresight Research “Auto Shows: Attendance, Attendees and Results” Report, measured 54 auto shows in 51 markets with a total sample of 16,111 surveys. This report will cover (available the end of May) such topics as: attendance, attendee profiles, and non-attendance, auto show experience and results: deciding on vehicle purchase, generating brand ambassadors and a deep dive into ride and drives. Brand details include such measures as: number of attendees attending brand displays, number of ride and drive participants, converting attendees to prospects and the overall favorite – most impressive displays.
About Foresight Research – www.foresightresearch.com
Since 2008, Foresight Research has published syndicated reports each year that provide information, strategies and best practices to help auto companies, their partners and dealer groups – succeed.
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