Shows are more relevant than ever
I recently had the privilege of attending the Paris Motor Show, which is the first major auto show of the season.
One of the huge take-aways from the Paris show was how critically important auto shows are for consumers, suppliers and automobile manufacturers.
Auto shows worldwide continue to attract large audiences. The Canadian International AutoShow (CIAS) in Toronto has reported record attendance for the past three years. In fact, the show has had requests for additional floor space from exhibitors.
As automobiles become more advanced and the digital/mobile experience more integral to the car-buying process, auto shows are more relevant than ever.
For automakers, auto shows serve as highly visible platforms to introduce new production models, concept vehicles and technologies, and to share their visions with journalists and consumers.
Automakers pay close attention to how their vehicles are received at these events and some have been known to base production decisions on this feedback.
For consumers, auto shows provide an opportunity to view the latest models, innovations and technologies from the world’s major auto manufacturers, in a stimulating and engaging environment, all in one location.
Consumers get to touch and feel the latest models and learn about the newest features and accessories, some of which can’t be gleaned from a website or a YouTube video.
They get to speak one-on-one with product advisers.
A 2015 study prepared by Foresight Research concluded that more than 50 per cent of consumers in Canada and the U.S. said attending an auto show influenced their purchase decision, and that 50 per cent of those attendees were intending to purchase a vehicle within the next year.
In the case of CIAS, the show is held in February, just before the large spring market for automobile sales.
Whether you’re in the market for an SUV, crossover, pickup, sports coupe, minivan or luxury sedan, evaluating and comparing so many different models up close helps to narrow your choices and to clarify your car-buying decision.
Although a great majority of attendees at auto shows intend to purchase a vehicle, many attend because they simply love cars and car culture, or they want to see and buy automotive accessories and other related services. In other words, they want to immerse themselves in a total automotive experience.
One of the keys to CIAS’s success is the breadth and diversity of its content, offering something for all. The management of the CIAS visit numerous other exhibits and auto shows around the world annually and bring back new features that help to create that special experi- ence visitors will enjoy.
In addition to the new cars, trucks, SUVs and crossovers on display, the CIAS showcases some of the world’s most exotic automobiles and classic collector cars.
The Trillium Automobile Dealers Association (TADA) presents an exhibit featuring what’s new in automotive education, complete with interactive displays where visitors can learn about the diverse courses available at post-secondary schools and career opportunities that exist in the retail auto sector.
In recent years, the CIAS has featured the latest groundbreaking research and development in automotive autonomous technology, connected cars and alternatives to gas-powered engines.
Over the next two months, organizers of CIAS will be updating its website (autoshow.ca) with information about the 2017 show, which takes place Feb. 17 to 26. If you buy your tickets online, you can get them for just $17.25 for an adult admission, which is 25 per cent off the regular price of $23, up until Jan. 1.
Buy your tickets early and set a date to attend Canada’s largest consumer show with friends, family members or colleagues — you won’t be disappointed. This column represents the views and values of the TADA. Write to president@tada.ca or go to tada.ca. Bob Redinger is president of the Trillium Automobile Dealers Association and is a new-car dealer in the GTA.