Lesser impact of automotive sponsored events

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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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