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To the Editor:Keith Crain’s theory that “few things this industry does are as cost effective as auto shows” (Dec. 3) is right on the mark.
How else can this or any other industry attract, in some cases, more than a million potential buyers and generate more than a billion media impressions during a10-day period?
Auto shows provide a real opportunity for shoppers to get out there, kick a few tires and really hone in on the vehicle that best suits their needs.
While no marketer can definitively predict what will move a consumer to buy, be assured that auto shows move metal.
In the weeks following a show, area dealers often are overwhelmed by showroom traffic, and manufacturers frequently remark that local sales skyrocket after a successful show. For example, Mercedes-Benz took 600 orders on the G class after its appearance last year at the New York auto show. That’s $44 million worth of sales on just one model.
Auto shows also provide an outlet for people to spend a few hours fantasizing about taking a spin in many of the industry’s hottest cars. And today, especially in New York, fantasy can be very important.
So, more than ever, we are gearing up for another first-rate auto show this March to help demonstrate to this great city and to the rest of the world that not only is the love affair with the automobile still very much alive — so is New York!