From the first auto show in New York nearly 121 years ago, millions of American vehicle shoppers have flocked to their local car show each year to be awed by the latest and greatest the industry has to offer. From electric headlights and heaters to four-wheel drive and front-wheel drive, auto shows are the places many consumers first see and experience new body styles, vehicle segments, amenities, features and technological advancements.
From Volkswagen and Nissan to Toyota and Subaru, every new brand entering the U.S. market has leveraged auto shows to introduce themselves to a skeptical, resistant American public.
There’s an easy answer to why this system has been in place since the inception of the horseless carriage. Simply put, auto shows — the industry’s largest experiential marketing option — work.
Before COVID-19, an average 11 million Americans went to their local show every year. Seven out of 10 were in the market for a new vehicle. In a market of 14.5 million retail…
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