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Honda embraces spotlight as rivals back away from auto shows
Honda and its luxury marque, Acura, are not pulling back from auto shows like some brands that are experimenting with alternative events that can generate a bigger media bang for their buck. American Honda wants the press coverage, like everybody else, but its real purpose with the convention halls is creating a flagship showroom to sell cars.
Source: Automotive News – Dec 9, 2019

Toyota, Lexus adjust auto show strategy to aim at consumer
Toyota and Lexus will remain active in auto shows around the U.S. but aim their displays and their spending more directly at consumers and less at the media, brand leaders told Automotive News on Thursday. “We are making adjustments,” said Bob Carter, head of sales for Toyota Motor North America. “Auto shows are still a critical part of the business, and they’re critical from a consumer perspective. Most buyers — 35 percent of the people who are going to buy a car in the next 12 months — stop by an auto show. It’s a very important place to communicate.”
Source: Automotive News – Dec 5, 2019

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Auto Shows: Worth the Price of Admission for every OEM