“What’s the point?” It’s a question I hear repeatedly when people refer to car shows. It’s a question I hear from those within the motor industry as well as from colleagues in the press. And it’s a question that’s pertinent to the LA Auto Show.
It’s not a flippant, teenage “What’s the point?” either. This is far more difficult to answer than the “What’s the point of doing maths, dad? I’ll never use it in real life.” (“Because I said so,” is the answer to that one).
What indeed is the reason for a big car show?
Is it to showcase new cars to the press so they can then tell the public?
No. I don’t think there was a single car at the LA Auto Show that we hadn’t either seen images of online or in print, seen in the metal, or in many instances, already driven.
Take some of the big reveals on opening day:
- Mercedes-AMG GT: we drove it at the press launch last week. You can read the story here.
- Porsche 911 GTS: we drove it at the press launch the previous day. Check back soon for a driving impression.
- Audi Prologue concept: the official images were up on the web the previous day.
- Mazda CX-3: same as the Audi…
I could go on.
Is it to showcase futuristic concept cars to indicate where a brand is heading in the next decade?
I saw handful of concepts – six tops. And none of them were a surprise. I’d either already seen images online, or seen them with my own eyes at the Paris Motor Show in October.
Is it to showcase the cars to the public on the open days, which will then convert into sales?
In the pre-digital era that might’ve been the case, but the car-buying public is online these days and they will have seen the cars on websites such as ours prior to the open public days.
“Why then go to the show?” is the obvious question. And they don’t. Public attendances to these shows are on the decline.
I really sympathise with the automotive brands too – the financial burden of participating in a big show is enormous. The cost of the high-tech stands, the media hosting, transporting cars etc. runs into many millions of dollars.
I know this, because they have told me… the amount of money they spend on a motor show simply no longer justifies the marketing reach.
To spend the money on other marketing activities like **cough** magazine and TV advertising translates into more sales. They measure it. They know.
That said, I loved every second of the LA Auto Show. Sure, as an exercise in journalism it’s pointless as there’s little new stuff to tell my audience about, but as a car fan, the thrill of seeing this Aladdin’s Cave of brand new, shiny cars is a genuine thrill.
And I’m sure that goes for the public too. It’s not going to make you go out and buy a car you see on a stand and you’re not seeing anything you haven’t already seen online or in print, but as a petrolhead it’s a thrilling experience. Increasing pointless, but still thrilling.
Watch some of my highlights of the show in the gallery above.
