Monday, July 16, 2012

Lesser impact of automotive sponsored events

According to newly released results of the 2012 Automotive Marketing Communications
Study, carried out by Foresight Research, the automotive research specialists, it was found that:

  • Overall, 10% of new vehicle buyers in 2011 attended an automotive sponsored event in the 12 months prior to vehicle purchase (down from 13% in 2010).
  • Overall, 5% of all new vehicle buyers were highly influenced in their purchase decision by an auto sponsored event, down significantly from 12% in 2010 and 10% in 2009. Among event attendees, however, 24% were highly influenced by the event they attended.
  • Purchase incentives, previously the most influential element of events were less available or less enticing resulting in lower event influence on purchases.
  • Buyers who participated in a ride and drive were influenced by the event at a 42% higher rate than those who did not participate in a ride and drive.
  • Interestingly, Mitsubishi, Audi, Mercedes Benz, BMW, Cadillac and Jeep buyers reported the highest purchase influence from events.

The study was based on interviews of 7,851 new vehicle buyers in the U.S.

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