Guess who’s missing:
Lotus, Rolls, Spyker, Fisker, Ferrari, Maserati, Bentley, Porsche, McClaren

I was going to post pictures, but....

Disclaimer- I’m not a marketing guru, but I’m curious if anyone knows the reasoning behind this. Clearly the competition thought differently than AM. From my guestimation, here’s why AM would want to participate:

-Orange County, CA sales are one of AM’s best & most consistent sales generators, and from what I understand is also home to AM’s top grossing U.S. Dealership (and AMUSA headquarters).
-Car guys like me, prospective owners and other AM owners go to Auto events.
IMO, AM’s "value" is largely based upon its projected reputation. Would you feel the same about AM if it didn't have coachmaking or racing history, or was never associated with Bond (evidence for perhaps the #1 priority for scarce marketing $...would have loved to see AM there with a Bond backdrop)? Is showing off the vehicles that are rarely seen by the general public important for maintaining their relevance?
-Similarly, is there a value in being seen juxtaposed with other supercars?...and vice versa?
-I don’t have time to go to a dealership to window shop, but I may be one of many people who are repeat owners, and this is my opportunity to see the newest line-up.
-What’s the most cost effective way to get your product in front of prospective customers?

Why they may not want to participate:
-Limited marketing $...a shame but maybe true? Bankrupt Fisker even thought it wise to be there…but then again maybe their marketing wisdom is similar to mine.
-Does the Dealership or AMUSA pay for auto show space?
-OC auto show is not LA or Detroit.

Ultimately I think this was a marketing mis-step in a client hotbed.

 

Well the problem with an auto show is that everyone wants to jump in the cars and the real buyers never get close to them. If you put them behind ropes you never really know who to let behind the ropes and you annoy everyone.

 

Yeah, I agree, and don't know how you'd better manage that.

It is, however, a chance for a dealer to add something extra for their clientele base and at the same time get them to come see your newest product.

"They" still must have a reason why they still think it's worth the investment to be there since everyone else was there....and you're right, all behind cordons....or AM is just the smartest and doesn't waste $.

It's hard to quantify the value of promoting your brand image, but theres also a cost when you don't....especially when image is such a significant portion of your client's attraction to your product.

It would be interesting to see what the cost is for an AM sized space at an Auto Show.