2020 Follow-Up Report
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A message from the Show Director
Philly Auto Show Exhibitors:
As you begin discussions surrounding calendar year 2022, I am sure you are finding a void in data that a normal Q1 and Q2 Auto Show season would have delivered. Hopefully, this report from the 2020 Philadelphia Auto Show will provide some much-needed positive news.
As many of you are aware, in Philly we conduct two distinct studies of our show attendees: the first is onsite at the show as people exit the event; the second is a digital survey emailed out a year later to the same group that answered questions in-person at the event. By polling the same group twice, 12-months apart, we are able to show how intended buyers become actual buyers. The emailed follow-up survey is only a few questions and focuses exclusively on buying behavior.
We have been performing this follow-up survey since 2012. One consistent finding is the percentage of actual vehicle purchases reported a year following a Philly Auto Show has always been higher than the percentage of those saying they intended to buy within a year when exiting the event. And contrary to popular belief, these buyers are not confined to the few months following the close of the event, but instead spread out over the course of the year.
I encourage you to take a look at the below findings and contact me with any questions you may have as you review the data.
Thank you,
Mike Gempp
mike@phillyautoshow.com
Where the buyers are
The 2020 Philadelphia Auto Show welcomed 244,912 guests over 11 days.
45% of 2020 attendees surveyed while exiting the Show reported that they planned to purchase or lease a new vehicle in the next 12 months
49% of exit survey respondents, when surveyed a year later, reported that they actually purchased or leased a vehicle
77% of those new vehicle buyers said the 2020 Show influenced their purchase decision
Attendee purchases by month
The auto show’s impact isn’t limited to the first 30 or 60 days following the show.
Attendee purchases boost sales year-round!
* Dealership sales were shut down in Pennsylvania for most of April 2020
The General Population vs. Auto Show Attendees
|
NATIONAL |
2020 PHILLY |
||
|
Ratio of new to pre-owned purchases |
1:2.4 |
4:3 |
The Auto Show is 3x AS RICH in new vehicle purchasers |
|
Households purchasing new vehicles |
11% |
27% |
The Auto Show is 2.5x AS RICH in new vehicle purchasers |
Sources
2020 Philadelphia Auto Show exit survey (February 2020) and online follow-up survey of exit survey participants (March 2021). All surveys conducted and analyzed by Analytic Business Services, Inc.
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