Our love affair with cars runs deep
After having just spent about 18 hours at the Metro Toronto Convention Centre for media day, followed by VIP night, and then assorted after-hours parties and photo ops, you might think I’d had enough of the 2012 edition of the Canadian International Auto Show.
But I took my teenage son and his friend down to the show on Family Day — the single busiest day of the show — where more than 40,000 other people jammed the aisles, lined up for pizza and bathrooms and crawled inside and out of the newest models.
It was interesting to observe the enthusiasm and excitement that many of the attendees had for the new models. During lunch, one family packed in next to us had a checklist and were reviewing the vehicles they had explored.They were laying out a battle plan to cover off more “must see” vehicles.
Another family was talking about the brand of cars their family usually drove. The mom asked her daughter’s boyfriend about what type of brand his family drove. The mom’s eyebrows raised when the boyfriend mentioned a luxury brand. She was quick to point out that they too used to drive a luxury vehicle.
It reminded me that vehicles are status symbols that transport people’s dreams and aspirations, and they represent how they feel about themselves.
I watched another family pile into a minivan; the mom adjusted her seat and rear view mirror, imagining a long journey with the kids. The kids were crawling in and out, lifting and stowing the rear seats, off on their own kid adventures.
The car buzz atmosphere was infectious. My son, who hadn’t expressed much enthusiasm for cars one way or another, was intrigued by the exotic car display that featured millions of dollars of high-performance cars.
For a few days the Metro Toronto Convention Centre was transformed into Canada’s biggest showroom, and consumers were super excited, relaxed and enthusiastic. They pulled open doors, popped hoods, adjusted seats and mirrors and did whatever they wanted to. They had fun exploring and dreaming.
Now contrast this with the mood and buzz in your showroom right now. Go ahead: pop your head out of your office and have a look around. Are there crowds of people milling around, kids tugging on car seats, moms adjusting mirrors and dads taking pictures next to their dream cars? Or is the mood quiet, sterile and intimidating?
Some dealerships are making great inroads designing their showrooms less like mausoleums and more like amusement parks. Unlock some of the natural excitement your customers already have when they enter your showroom, and help your buyers feel like kids again. Canadians love their vehicles, and let’s not forget that we sell magic and dreams, too.
