DOUBLING DOWN ON THE AUTO SHOW
CHICAGO (Dec. 23, 2019) -Auto shows provide an ideal opportunity for automakers to shake hands with customers and potential customers. As a result, several have gone “all in” on large consumer shows in an effort to engage with the public. Honda, Toyota and Subaru are bringing all-new displays to the 2020 Chicago Auto Show.
In a Dec. 9 Automotive News article, Honda’s Sage Marie, assistant vice president for public relations stated, “From a consumer standpoint, auto shows are stable and growing in importance. From a media standpoint, the dynamic is definitely changing. The way automakers leverage auto shows to deploy news is changing.” Indeed, Marie goes on to say, “It’s fishing where the fish are.” Honda’s custom-built display aims to create a vibrant and energetic atmosphere that draws visitors to its stand and into the brand.
Subaru is clearly heading in the same direction with its National Park tribute display. “With this incredible exhibit, we continue to honor that partnership by bringing the beauty of our national parks to the auto show,” said Thomas J. Doll, CEO and President, Subaru of America, Inc. “This truly is a oneof-a-kind display that we know resonates with our owners who care so deeply for the environment, and we hope to continue to honor our partnership by bringing awareness of our national parks to those who have not yet had a chance to experience them.”
Toyota will have an all-new display at Chicago for 2020 that includes not only a rotating stage but an indoor test track. In a Dec. 5 Automotive News article, Bob Carter, head of sales for Toyota Motor North America, states: “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.”
About the Chicago Auto Show
The Chicago Auto Show is the largest auto show in North America, spanning more than 1 million square feet of production, concept and exotic vehicle exhibit space. In addition to hosting multiple world and North American vehicle debuts, the Chicago Auto Show's First Look for Charity raises more than $2.5 million annually for 18 vital Chicago organizations in a single night. The 2020 public show is Feb. 8-17. For more information, visit www.ChicagoAutoShow.com or www.Facebook.com/ChicagoAutoShow.