Already a popular regional attraction, the Cleveland Auto Show
is generating even more excitement than normal this year.
Heading into the auto show – the unofficial kickoff to the
Northeast Ohio selling season – a number of area dealerships have
reported strong sales in January and early February, due in part to
the unseasonably warm weather.
Also, high attendance and additional exhibit space at recent
auto shows in Los Angeles and Detroit have organizers of
Clevelands show expecting higher attendance than in recent
years.
Visitors should expect to see a bigger show than in past
years, said Louis A. Vitantonio Jr., president of the Greater
Cleveland Auto Dealers Association, which organizes the Cleveland
Auto Show. More than 1,000 vehicles will be in the I-X
Center.
Attendees arent the only ones looking forward to the show -
which will be held from Saturday, Feb. 25, through Sunday, March 4,
at the I-X Center in Cleveland.
Its a really exciting time for us, said Michael Friedman,
general manager of Ganley Volkswagen of Bedford and Ganley Subaru
of Bedford. Its a great lead generator, and it gets people in the
mood to buy a car. Instead of going to each dealership, you have
everything right under the same roof.
Bernie Moreno, president of Collection Auto Group, which
includes dealerships in Beachwood, Cleveland and North Olmsted,
agreed that the auto show fosters a great environment for the auto
industry.
Theres such negativity in the media, relative to the economy,
he said. When you get to the auto show, its nice to see theres
energy and vibrancy and people talking about moving forward instead
of backward.
Vitantonio considers selling cars to be the main focus of the
Cleveland Auto Show – and he has numbers to support him.
Of those surveyed following the 2011 Cleveland Auto Show, 61
percent of attendees reported the main reason for their visits is
that theyre in the market for a new vehicle, and 47 percent
reported they intended to purchase a vehicle within the following
12 months.
Thats an extremely high percentage, Vitantonio said.
A survey also showed that auto show attendance is highest among
luxury and import brand owners.
Attendance at auto shows prior to vehicle purchase ranged from
11 percent to 37 percent depending on the brand, according to
Foresight Researchs Auto Show Strategy Report.
Highest attendance was among the buyers of luxury import brands
such as Mercedes-Benz, Acura, Audi, BMW and Lexus, while the lowest
was among buyers of brands such as Hyundai, Subaru and Kia.
Our show has a really high percentage of show goers who are
looking specifically for the high-end brands, Vitantonio said.
The percentage of buyers who were highly influenced by auto show
attendance was highest among buyers of luxury import vehicles,
according to the survey.
That bodes well for Collection Auto Group, Moreno said.
Well have basically every brand on the luxury side that people
would want, he said. The auto show is a big deal for us. Well
put on a full-court press.
Friedman also hopes to capitalize, and said hes had his staff
attend the auto show every year hes been in charge.
I have my sales people work the auto show, he said. Theyll
bring their business cards, grab a note pad, and any customer they
talk to and can get into the dealership, well give that customer a
$500 voucher toward a car.
As for what to expect at this years show, Vitantonio said
technology will be a highlight of this years show.
Anywhere from radio systems and iPod integration to fuel
economy, he said.
Moreno agreed, saying connectivity will be a major.
These days, you cant even imagine not having your iPhone with
you, he said. How do you take that connectivity – the idea that
youre constantly connected – and put it in the car?
Moreno said that examples of this include vehicles that have a
built-in Facebook app that checks in a driver on the social media
site when he or she arrives at a destination; vehicles that feature
text-to-voice software that allow drivers to receive and send text
messages by speaking; and vehicles that allow drivers to stream
Pandora through their smart phones.
Friedman agreed with Vitantonio in terms of show goers looking
at fuel economy, among other things.
People want safety, people want a car with great gas mileage,
and people want a car thats going to drive great in the snow, he
said.
In addition, the auto show will feature seven of the popular
Ride-N-Drive stations; the 14th annual Classic Car Competition;
and, for the first time, a stop by the DUB Show Tour, a
30,000-sq.-ft. custom car display presented by DUB Magazine.
With so much buzz surrounding this years show, it has Moreno
already wanting more.
Its 800,000 people who are paying to go see cars, he said.
We just wish that would happen every day.
mbutz@cjn.org
2012 Cleveland Auto Show
Dates: Saturday, Feb. 25 to Sunday, March 4
Hours: 11 am to 10 pm Monday through Saturday; 11 am
to
8 pm Sundays
Location: I-X Center, One I-X Center Dr., Cleveland
Admission: Adults, $12.50; Seniors (62 and older), $10.50;
Pre-teens, (7 to 12), $10.50; Children (6 and younger), free
Parking: Free
Website: clevelandautoshow.com
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