SAVING AUTO SHOWS FROM EXTINCTION - AUTOLINE THIS WEEK 2306

EV Channels Review

This episode of Autoline This Week tackles the declining relevance of traditional auto shows, featuring insights from industry experts Rod Alberts, Steve Bruyn, and Jason Vines. The panel acknowledges that automakers are increasingly selective about show participation, driven by a perceived measurement trap focused on immediate leads rather than long-term influence. Jason Vines expresses concern that automakers are losing the 'showmanship' and excitement that once defined auto shows, lamenting the shift towards cost-saving and less engaging digital marketing. Steve Bruyn highlights that despite reduced participation, auto shows still attract millions of potential buyers, with a significant portion intending to purchase a vehicle. Rod Alberts emphasizes the need for auto shows to evolve, incorporating technology, experiential elements, and engaging younger demographics, citing the Detroit Auto Show's move to June as a strategic shift to embrace outdoor engagement and new formats inspired by events like South by Southwest and Goodwood. The consensus is that while auto shows face challenges, reinvention through dynamic experiences, technology showcases, and a focus on brand building and consumer engagement can secure their future relevance.