Automotive
The changing model for big automotive events
CMW LOOKS AT HOW THE AUTOMOTIVE SECTOR IS ADAPTING TO A NEW ERA
From demographic analysis to behavioural analysis As the global automotive industry heads toward a future shaped by electrification, digitalisation, and shifting trade dynamics, the events that bring its stakeholders together are experiencing change. From major expos to leadership summits, automotive conferences are being challenged to adapt.
So, how are tariffs, regulatory shifts, and the transition to greener transport reshaping attendance, sponsorship, or strategy? And where do the emerging opportunities lie?
Specialist agency Strata, has this to say:“ Customer-facing events focus on value, design, lifestyle aspiration and technology, and how these elements support the consumer’ s desire to live more sustainably. Many tap into the audience’ s active role in the shift towards net zero. For business audiences, differentiated and relevant content is essential, especially in how brands engage stakeholders and demonstrate credibility while chasing opportunity in an increasingly competitive market.”
Conference agendas and approaches are changing.“ The focus on ROI is sharper than ever and increasingly granular as measurement tools evolve,” Banham explains.“ The real change lies in the shift from demographic analysis to behavioural insight. Rather than relying on age, job title or income bracket, brands are now using psychographic data and emotional triggers to design experiences that feel more relevant and personal.”
Above: Peter Banham, Strata
“ Rather than relying on age, job title or income bracket, brands are now using psychographic data and emotional triggers to design experiences that feel more relevant and personal.”
Banham adds that it is now not just the who, but the how, people are engaging:“ We are seeing a shift, but it is not just about who is engaging, it is how. There is a clear move away from broad demographic segmentation. It is now more about behaviours, mindsets and motivations.”
Tariffs and global uncertainty A significant shift the industry is facing can be connected to the tariff issue. According to Reuters, European and American carmakers could“ lose up to 17 % of their combined annual profits if the US follows through with hiking import tariffs on Europe, Mexico and Canada.”
Banham says:“ One of the biggest challenges is the continued uncertainty across the sector, which has resulted in increasingly short lead times. Each major event, from the financial crash to the pandemic, has contributed to a steady reduction in planning time. We’ ve responded by improving resource planning and maintaining our agility as an agency. Retaining key team members with experience of navigating these events has been critical.
“ Budgets are another key challenge, particularly in times of uncertainty. But adversity often fuels innovation. We thrive on finding effective and efficient ways to meet objectives.”
EV and sustainability Tariffs aren’ t the only change seen in the industry. Moves towards electric and non-petrol vehicles are becoming accelerated. The statistics speak for themselves: In 2012, 100,000 EVs were sold globally, fast forward to 2022 and this sky-rocketed to 10 million, according to the IEA Global EV Outlook Report 2023.
Banham says:“ There are huge opportunities for those able to adapt to changing market conditions and evolving consumer demands. There is still headroom for growth in the car market, with sales mostly yet to return to pre-
46 / CONFERENCE & MEETINGS WORLD / ISSUE 137