Do motor shows have a positive impact on auto sales in France and Germany?
- We often hear about a motor show effect influencing the level of car registrations, but what is the auto show effect? It is the positive impact generated by auto shows in hosting countries. These countries see their sales grow during the month of the event, or within the next two months.
- Inovev has observed registrations of passenger cars in two countries with major trade fairs, France (auto show in Paris) and Germany (Frankfurt Motor Show) at the time of the opening period in October and in the two following months over a ten-year period (2004-2014).
- When analysing the two corresponding graphs, monthly registrations (October, November and December) in even years (for France) and odd years (for Germany) we can see that the figures do not consistently show an increase in sales, and often even show the opposite.
- Cyclical factors affect the level of sales, such as economic conditions or the introduction of scrappage schemes (with their aftermath the following year), but the assumption that the auto show would affect sales (positively or negatively) can not be verified by the number of registrations, at least not in the short term.
- The auto show is certainly a place that allows potential buyers to confirm their choice or do an overview of for a proposed purchase. The show is a communication tool, alongside other tools and thus influences medium term purchase.
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