A number of auto shows were struggling even before the pandemic and the coronavirus certainly didn’t help as events were canceled, delayed, and reimagined.
Some automakers have reportedly decided to avoid them altogether. Lamborghini, for instance, is seeking a more “intimate relationship” with customers and they believe this can be best established at events such as the Goodwood Festival of Speed and the Pebble Beach Concours d’Elegance.
Last week, Toyota and Lexus effectively threw a mini auto show of their own at their U.S. headquarters in Plano, Texas. The media-focused event saw a number of debuts and officials used a panel discussion to talk about the future of traditional auto shows.
Also Read: New York Auto Show To Return In August With Pre-Pandemic Capacity
They said auto shows are still important as 11 million people attended them annually before the pandemic. However, they acknowledged the shows are evolving and we could see more digital events in the future. These became prevalent during the pandemic as it wasn’t feasible or safe to host large in-person events.
What the auto show of the future looks like remains unclear, but it could be more consumer-focused. Officials alluded to this as they noted that they enable potential customers to check out their entire lineup at one event without any sales pressure. They went on to say this is something that is hard to pass up.
A recent study highlighted their importance as approximately 70 percent of households attending the New York Auto Show were in the market for a new vehicle within the next 12 months. Furthermore, half of the households that went on a buy a new vehicle said their auto show experience influenced their purchase.
