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Presented to POST SHOW
REPORT
2
2017 DMA INFORMATION
2017 U.S. Retail New Light Vehicle Registrations:
1. New York (1,073,957)
2. Los Angeles (948,354)
3. Chicago (405,850)
4. Detroit* (400,533)
5. Philadelphia (380,845)
6. Dallas (375,125)
7. Boston (348,328)
8. San Francisco (348,210)
9. Houston (343,124)
10. Miami (308,669)
The Philadelphia DMA was
the 5th largest market for
retail new vehicle sales in
the country last year.
SOURCE: IHS data for CY2017 compiled by
*Reported retail registrations in the Detroit DMA may be overstated due to vehicle sales by manufacturers and employee purchase programs.
2018 Philadelphia Auto Show Post Show Report | 3
BRAND-SPECIFIC DMA INFORMATION
Nissan & Infiniti in the Philadelphia DMA vs. the DMAs of other Shows taking place around the same dates:
1. Philadelphia (31,951)
2. Chicago (27,829)
3. Houston (24,798)
4. Washington DC (17,738)
5. St. Louis (9,446)
6. Baltimore (8,239)
7. Pittsburgh (8,159)
8. Cincinnati (5,391)
9. Harrisburg (5,056)
10. Portland OR (4,733)
11. Providence (4,368)
Nissan’s 4th best DMA:
1. New York (98,618)
2. Los Angeles (56,929)
3. Dallas (32,567)
4. Philadelphia (31,951)
5. Chicago (27,829)
6. Atlanta (25,156)
7. Houston (24,798)
8. Tampa (22,109)
9. Boston (21,864)
10. Miami (21,226)
Infiniti’s 7th best DMA:
PHILADELPHIA IS...
1. New York (20,579)
2. Los Angeles (11,823)
3. Miami (6,020)
4. Dallas (5,852)
5. Houston (4,858)
6. Chicago (3,968)
7. Philadelphia (3,634)
8. Atlanta (2,913)
9. San Francisco (2,853)
10. West Palm Beach (2,759)
1. Houston (4,858)
2. Chicago (3,968)
3. Philadelphia (3,634)
4. Washington DC (2,735)
5. Baltimore (1,011)
6. St. Louis (873)
7. Pittsburgh (593)
8. Cincinnati (467)
9. Portland OR (456)
10. Providence (340)
11. Harrisburg (238)
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250,542
GREEN OUT: Attendees gathered for an Eagles pep rally on Saturday, February 3rd.
2018 ATTENDANCE
REMEMBER: We report REAL attendance numbers! One person through our doors = one person on our attendance report.
RECORD Opening Saturday
1/27
43,163
RECORD Opening Sunday
1/28
43,383
RECORD Best Single Day in Show History
Saturday 2/3
62,857
2018 Philadelphia Auto Show Post Show Report | 5
For the past 19 years, we have partnered with Dr. Richard Waterman, Practice Professor of Statistics at University of Pennsylvania’s Wharton School of Business to conduct an exit survey of Auto Show attendees. The sit-down, hand-written, 53-question survey covers all aspects of the Auto Show, from buying intentions to advertising influence and attendee satisfaction. Highlights of this year’s results can be found on the following pages.
1,328
Sample Size
19 Years of
Comparative Data
+/- 2.4% Margin of Error
DID YOU KNOW? You can access current & historical survey results online! Just go to the exhibitor section of phillyautoshow.com and log in with
username: philly / password: cheesesteak.
EXIT SURVEY
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62%
38%
GENDER
SURVEY RESULTS—ATTENDEE DEMOGRAPHICS
7%
15%
25% 20%
20% 14%
AGE
Pennsylvania 65% New Jersey 26%
Delaware 6% Other 3%
HOUSEHOLD INCOME
6%
8%
11%
13%
13%
15%
18%
7%
9%
ATTENDEE ZIP CODE HEAT MAP
18-24
25-34
35-44
45-54
55-64
65+
STATE OF RESIDENCE <$15K
$15- 29K $30- 44K
$45- 59K
$60- 74K
$75- 99K
$100- 149K
$150- $199K $200K+
2018 Philadelphia Auto Show Post Show Report | 7
80% of attendees
rated the show
“Excellent” or
“Outstanding”
2% 49% 30% 19%
New Car Display Rating: 4.06
1% 19% 51% 29%
Overall Show Rating: 4.07
1 = Poor 2 = Fair 3 = Good 4 = Excellent 5 = Outstanding
ATTENDEE RATINGS
SURVEY RESULTS—RATINGS & LOYALTY
New Cars/Trucks
Exotic Cars
Classic Cars
DUB Live
Ride & Drives
Concept Vehicles
Hollywood Cars
54%
15%
13%
9%
5%
3%
2%
MAIN REASON FOR ATTENDING
I attend this Auto Show:
ATTENDEE LOYALTY
Every Year 43%
First Time 20%
Occasionally 14%
Most Years 23%
We love our loyal fans!
Most likely in-market shoppers
Every year, about 20% of people attend the show for the first time
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2017 ACTUAL PURCHASES
Results of the 2017 Exit Survey showed that 42% of attendees planned to purchase a new vehicle within 12 months of the show.
FOLLOW-UP SURVEY—PURCHASE BEHAVIOR
One year later, we followed up to ask all 2017 survey respondents about their buying habits. Results of that follow-up survey showed that 48% had actually purchased a vehicle since the last Auto Show, a 6% increase!
42% 48% planned to purchase
actually purchased
SURVEY RESULTS—PURCHASE INTENT
2018 PURCHASE INTENTIONS
No 5%
No 63%
Yes 37% Yes
95%
Do you plan to purchase a new vehicle?
Was the Auto Show helpful in your purchase decision?
Within a Year
Within 6 Months
Within 1 Month
Within 1 Week
When do you plan to
purchase?
Whether it confirms or changes a vehicle choice, the Auto Show experience is extremely important to in-market attendees!
Convertible 2%
Coupe/ Sports
Car
7%
Sedan
22%
SUV/Crossover
50%
Truck
13%
Van/Minivan 5%
VEHICLE CHOICE I intend to purchase a ___________:
2018 Philadelphia Auto Show Post Show Report | 9
Average rating
3.9 4.0
4.1
5.1
5.4
6.7
Billboards Radio Print TV Internet Auto Show Ads Ads Ads Ads Visit
On a scale of 1 to 10, how do(es) _______ impact your vehicle purchase decision?
ADVERTISING INFLUENCE ON PURCHASE DECISION
1 2 3 4 5 6 7 8 9 10
Very Strong Not at all Moderate
Compared to traditional advertising mediums, AUTO SHOWS have the greatest influence over vehicle purchase decisions
SURVEY RESULTS—ADVERTISING INFLUENCE
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WEBSITE & BUYER’S GUIDE
unique visitors
JAN 1-FEB 4
1.6M pageviews
JAN 1-FEB 4
NEW WEBSITE COMING SOON! Keep an eye out for the new Vehicle Gallery
highlighting EVERY vehicle on the show floor, using information from the Buyer’s Guide!
Be sure to let us know what’s coming EARLY for maximum exposure!
BUYER’S GUIDE
• Full lineup of vehicles as
found on your media site
• Detailed specs, photo, and
description of each model
• Perfectly bound,
magazine-quality
publication
• Distributed FREE
to attendees!
2018 Philadelphia Auto Show Post Show Report | 11
PR/MEDIA COVERAGE
253 TV & Radio
Hits
396 MILLION
Earned Media Impressions
148 Print &
Online Hits
12
SOCIAL MEDIA
20,341
Engagements
6,923 Followers
16,712
Engagements
4,026 Followers
111,887
Engagements
28,870 Followers
2018 Philadelphia Auto Show Post Show Report | 13
Yasmine Sawyer Seeing all the exotic & custom cars that I wouldn’t normally see outside of an event like this with family & friends. I get to sit on some of my dream cars & really get a feel for what I want when it’s time to purchase. Even be surprised by something new I would never think of. #NothingLikeTheAutoShow
Melissa Hughes Cody I have taken my son for his birthday since my divorce from his dad...the last 13 years! It’s ‘our thing’ for his birthday — car show, Maggiano’s for lunch and Reading Terminal for cookies! Tradition! Now that he’s 20, I asked, but he still wanted to go, and looked at me like I was crazy for even asking, lol.
Brandon Phillips To me it means keeping up a tradition. My dad used to take me and my siblings and all my cousins there and after he passed, me and my bro have been trying to keep the tradition alive.
Pamela Cappello For many years, we came as a family and the kids loved seeing all of the cars… Last year, I was impressed that I was able to test drive vehicles on the streets of Philly, and I drove a Kia for the first time. It impressed me so much that I took my husband to our local dealer where we ended up purchasing a Kia Sportage!
Rob Austin Haven't missed a year of the show since 1990 with my dad. I even have the 1990 program too.
Jaleela Samuel Harp Me and my then boyfriend (now husband) taking our dads to the Auto Show and watching them bond over classic cars. #NothingLikeTheAutoShow
Joseph Alexander Annual tradition. Started with my best friend, then our girlfriends, who became our wives, now our kids.
Kathleen O’Sullivan Monaghan Fun family afternoon checking out the new cars. It takes on extra meaning when we will be buying a car at some point during the year! My son will start driving, so my husband gets a new car and our son the older one. Exciting times!!
We encouraged our fans to share what the Philly Auto Show means to them and their favorite auto show experiences using #NothingLikeTheAutoShow.
Of the thousands of responses we received, here are a few of our favorites.
Follow us and check out more great posts like these at facebook.com/phillyautoshow!
#NothingLikeTheAutoShow
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Record Attendance
5,000 people dined, danced and donated!
Record Fundraising
>$600,000 for the Department of Nursing at
Children’s Hospital of Philadelphia
BLACK TIE TAILGATE
2018 Philadelphia Auto Show Post Show Report | 15
Joe Bush Bush Auto Group
Kevin Dunphy Dunphy Ford
Drew Fitchett North Penn Mazda North Penn Volkswagen
Jason Friedman Colonial Nissan
Ray Glanzmann Glanzmann Subaru
Jay Haenn Lansdale Chrysler Jeep Dodge Ram Fiat
Irv Stein Keystone Volvo Cars
THE PHILADELPHIA AUTO SHOW IS PROUDLY PRODUCED BY THE AUTO DEALERS ASSOCIATION OF GREATER PHILADELPHIA
SHOW PRODUCERS
PRESIDENT David Kelleher David Dodge Chrysler Jeep Ram
VICE PRESIDENT & AUTO SHOW CHAIRMAN Ian Jeffery Volvo Cars of Fort Washington
SECRETARY/TREASURER Maria Pacifico Pacifico Auto Group
IMMEDIATE PAST PRESIDENT Donald Franks J.L. Freed Honda
Jay Dunphy Dunphy Ford
Mark Frankel
Joe Moore
Kerry Pacifico Pacifico Auto Group
David Penske Penske Buick GMC Truck
Jim Peruto Keenan Honda Keenan Motors Mercedes-Benz
Dan Polett Lexus of Chester Springs Wilkie Lexus
Pete Watson
Mary Lynn Alvarino Director of Operations [email protected]
Andrea Simpson PR & Communications Manager [email protected]
Eric Caldarale Creative Director [email protected]
Hector Guzman Field Director [email protected]
Meghann Ryan Controller [email protected]
Vicki Thatcher Meeting & Facility Coordinator [email protected]
3311 SWEDE ROAD, SUITE A | EAST NORRITON, PA 19401 | 610-279-5229
Kevin Mazzucola Executive Director [email protected]
Mike Gempp Auto Show Director [email protected]
Kelsey Baker Auto Show & Events Manager [email protected]
SAVE THE
DATES
2019 PHILLY AUTO SHOW FEBRUARY 2-10
BLACK TIE TAILGATE FRIDAY, FEB 1
