{"id":32464,"date":"2024-03-27T09:32:02","date_gmt":"2024-03-27T13:32:02","guid":{"rendered":"https:\/\/henrypayne.com\/?p=32464"},"modified":"2024-03-27T09:32:02","modified_gmt":"2024-03-27T13:32:02","slug":"payne-at-nyc-auto-show-how-big-apple-is-adapting-to-a-new-show-era","status":"publish","type":"post","link":"https:\/\/henrypayne.com\/index.php\/2024\/03\/payne-at-nyc-auto-show-how-big-apple-is-adapting-to-a-new-show-era","title":{"rendered":"Payne at NYC Auto Show: How Big Apple is adapting to a new show era"},"content":{"rendered":"

New York<\/em>\u00a0\u2014 Whipsawed by the pandemic and a changing media landscape, it\u2019s been a difficult few years for auto shows.<\/p>\n

North America\u2019s major shows \u2014 Detroit, Chicago, Los Angles, and New York \u2014 have all seen defections from European brands, floors space shrink as automakers moved glitzy media introductions to other venues, and ticket sales slump as customers were spooked by COVID and declining auto offerings.<\/p>\n

But as the show circus rolls into its original venue this week, New York Auto Show President Mark Scheinberg sees signs of stability.<\/p>\n

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Nissan sets up for the 2024 New York Auto Show, <\/em>New York Auto Show, New York Auto Show<\/em><\/div>\n<\/div>\n

\u201cAuto retailers see the value of auto shows,\u201d he said of the show that will open to media at the Javits Convention Center March 27-28, and to the public March 28-April 7. \u201cThey understand they need to be there. It is the best place where consumers can come and get information about multiple brands for their purchase. That\u2019s what auto shows have always been about at their core. There is nothing like getting into a car and feeling it around you.\u201d<\/p>\n

Scheinberg says advance ticket sales are up 37% over last year, and cites a JPMorgan study that return-to-office rates at some Manhattan office towers have hit 78% \u2014 a key stat for a show that draws many consumers after work to its west-side, Javits Center location. Like the Detroit Auto Show returning to its traditional January date, the New York Show relies on a vibrant Manhattan to make it go.<\/p>\n

\u201cThis is our third since the COVID-19 pandemic, and it\u2019s a world of difference,\u201d he said. \u201cThe streets are jammed with people again, and life is back to normal in New York.\u201d<\/p>\n

Show organizers concede the media landscape has changed and that auto shows are no longer the focus of big media reveals. Just as ad dollars now chase eyeballs across a media landscape that has diversified beyond broadcast TV and newspapers to cable and internet, so have automakers moved vehicle debuts to encompass a diverse media landscape that includes YouTube, sporting events, and Instagram influencers.<\/p>\n

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Ford sets up a celebration of Mustang’s 60th birthday at the 2024 New York Auto Show. New York Auto Show, New York Auto Show<\/em><\/p>\n
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For example, Nissan introduced its new Kicks SUV in New York \u2014 not at the Javits March 27 \u2014 but in front of the Barclays Center Arena in Brooklyn March 22 for the opening rounds of the 2024 NCAA Men’s Basketball Tournament. Thousands of fans streaming to Barclays saw the Kicks \u201cunboxed\u201d in an oversized sneaker shoebox. The Kicks will make its way to the convention center on Manhattan\u2019s west side for the show.<\/p>\n