NEWS RELEASE
FOR IMMEDIATE RELEASE
MEDIA CONTACT:
Sara Panza
Greater Cleveland Automobile Dealers’ Association
440.746.1500
Cleveland Auto Show Rated Among
Top Three in the Nation
Cleveland, OH (March 19, 2015) – According to the 2014 Auto Show Immersion Report™ from Foresight Research, the Cleveland Auto Show is one of the top three auto shows in the nation when it comes to percentage of new auto buyers in attendance. It also ranks second only to Detroit in terms of its influence on new auto sales in the show’s market.
“This report confirms what we have known all along: the Cleveland Auto Show has a profound impact on new vehicle sales in Northern Ohio,” said Louis A. Vitantonio, president of the Cleveland Auto Show. “In fact, the results of the research were even more positive than we anticipated. We expect similar results for 2015, since attendance at this year’s show increased by over two percent.”
While the average auto show across the nation draws an audience that represents about thirteen percent of the total market on average, the Cleveland Auto Show draws 26 percent of the Cleveland market buyers, putting it even with Chicago and ahead of both Dallas and Detroit, according to the Auto Show Immersion Report from Foresight Research. Only Minneapolis draws a higher percentage of its market.
In a second study, produced by Auto Outlook, an independent market analysis firm located in Exton, PA, the Cleveland Auto Show was shown to provide a major boost to new vehicle sales in our area, significantly outperforming other *DMA’s™ in the study, including New York, Chicago, Philadelphia and Pittsburgh, among other major Midwest areas.
Using data supplied by **IHS Automotive©, Auto Outlook evaluated light vehicle (cars and light trucks) registrations sold to retail consumers in each of 15 DMA’s® including Cleveland. During a seven year period dating back to 2008, 10.2 percent of new retail light vehicle registrations in the Cleveland DMA® occurred in March, the month during and immediately following the Cleveland Auto Show. This was significantly higher than any other DMA® in the study.
According to the Foresight Research Report, the Cleveland Auto Show influenced 17 percent of auto sales in our market, or more than 20 sales per 1,000 households, coming in second only to Detroit. More than half of auto show visitors (51 percent) use their auto show experience as a tool in their shopping and purchase process.
Ride-N-Drives, a concept pioneered by the Cleveland Auto Show, are an exceptionally useful tool for attendees, according to the Foresight Research study. Almost one-third (31 percent) of Cleveland Auto Show visitors participate in at least one of the available Ride-N-Drives at the Show. The study also indicated that the Ride-N-Drive concept also translates to longer attendance time both at the Show and in an individual brand’s display.
According to the Foresight Research Cleveland Auto Show Producer Report™, which surveyed show attendees right after the show, more than a third (34 percent) add at least one brand to their purchase consideration list following a show, while 25 percent removed one or more brands from consideration.
In terms of its demographic profile, 85 percent of Cleveland Auto Show attendees earn more than $50,000 per year with more than 17 percent earning over $150,000 annually. The audience is also well educated with 38 percent having a Bachelor’s degree or higher.
* DMA is a registered trademark of the Nielsen Company. Used under license.
** Data for the Auto Outlook Report were supplied by IHS Automotive© 2015 R.L Polk & Co. All Rights Reserved and must be acknowledged when citing analysis.
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About the Cleveland Auto Show
The Cleveland Auto Show, presented by AutoTrader.com marks the start of the spring selling season in Northern Ohio. Featuring concept, pre-production and production vehicles from the world’s auto manufacturers, the show is held annually at the I-X Center with nearly one million square feet of exhibits. The Show also features an array of entertainment including sports celebrity appearances from the Browns, Cavs, and more. The Cleveland Auto Show is a consumer show and a favorite family tradition since 1903. Find us on Facebook at facebook.com/TheClevelandAutoShow.
About Foresight Research
For over eight years, Foresight Research has been the leader and expert in auto show research, surveying over 11,000 auto show visitors in the 2013/14 season alone. Foresight’s syndicated reports provide information, strategies and best practices to help auto companies, auto show producers, and auto dealers to build, position, and support marketing insights and actions.
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