Foresight Research: 2017 – 2018 Auto Show AttendanceForesight Research: Small Market Share Brands Shine at Auto Shows

Rochester, MI June 21, 2018 Auto shows are one of the best marketing tools available for small share marketers. Why? Because the exposure achieved by auto shows is many times greater than the brand’s US sales. For example, FIAT sells about 35,000 vehicles in the U. S. market, and Foresight Research estimates that over 1.1 million auto show attendees recalled visiting the FIAT display. For Mitsubishi it’s a similar result – 100,000 sales and 1.1 million visitors. Of course the luxury brands and the high volume brands benefit more, but small share brands have a huge opportunity to expose their product on a near level playing field. Despite display floor size differences, location on the floor, competitive glitz and glamour, competitive media buzz, potential consumers can explore all brands, experience the new vehicles in a hands-on-way, and connect with experts and fellow fans. All this provides an opportunity to discover brands for the first time. With this discovery can come making the consideration list, for any brand at the show, some for the first time.

For the 2017 – 2018 season, 12 month intenders added an average of 1 brand per household to their consideration list. Of course the luxury brands and the high volume brands gained the most but small share brands expanded consideration the most on a percentage basis. We asked auto show visitors, ”as a result of attending the auto show, have you added any brands to your consideration list that you weren’t previously considering?”.

Here are the top performers: % Increase in Consideration

Maserati 78%
Alfa Romeo 48%
FIAT 41%
smart 40%
Mitsubishi 38%

FCA was the big winner. The average for all brands was 22%. Even in this digital age, the likelihood that a prospect would click on the Mitsubishi website anywhere as frequently as: Ford, Toyota or Chevrolet is remote – but at the auto show the opportunity levels out. All brands are under the same roof. So, as brands consider taking a pass on auto shows, consider the consideration that will be lost and the consequences in the dealer’s showroom.

This information was gathered from an annual study produced by Foresight Research. In 2018, a total of 16,111 interviews were conducted in 55 markets and results published in “2018 Auto Show Season: Attendance, Attendees and Results”. Foresight Research specializes in syndicated and custom studies focusing the measurement of auto shows, sponsored events, auto accessories and motorsports.

For more information, contact:
Bob Longstreth, VP
Foresight Research
248.608.1870 x 18