Sustainability theme touted to diverse NY Auto Show audience

The New York International Automobile Show, considered one of the pre-eminent events in the automotive world, opened April 6 at the Jacob Javits Convention Center in New York.

The New York International Automobile Show, considered one of the pre-eminent events in the automotive world, opened April 6 at the Jacob Javits Convention Center in New York.

The Auto Show is a broad marketing event used by the world's automakers to debut and promote their latest cars and trucks.

The NY Auto Show is the largest show of this kind in New York, explains Nick Crispe, managing partner of Sams Crispe Communications, an event marketing firm that handles PR for the show. The Auto Show provides companies with a number of opportunities for sponsorships and cross promotions that take place over the course of 10 days.

Why does it matter?

"The biggest thing is how truly diverse the show is," says Crispe. "It's not just cars being promoted to young men. There's a whole cross section of people coming to the show." Because the event takes place in a multicultural city like New York, he says car manufacturers can promote their products both to specific audiences and in an all-inclusive manner. "We are marketing to a huge range of different people groups, including women's groups, minorities, and even teenagers," Crispe explains.

Fuel efficiency proves to be a strong element at this year's show, as manufacturers are joining the sustainability movement, adds Crispe. Vehicles are more environmentally friendly, with materials like soy-based products being used in manufacturing instead of plastics. "It's been brewing for a few years now, and this year, manufacturers have come on [full-steam]," he says.

Crispe adds that the Auto Show is offering companies a great chance to show concept cars that display the future of designs and themes, such as hybrid technology, and get direct feedback.

Five facts:

1 More than 5,000 press and industry executives attended last year during press preview days, while the days open to the public drew 1.2 million attendees.

2 According to Autobloggreen.com, General Motors will unveil a trio of mini-car concepts, including the Chevrolet Beat, and will give people the opportunity to vote for the best design at www.vote4chevrolet.com.

3 The New York Times reported that show goers can view art on cars at nearby Drive-In Studios on 18th Street, where a series of Mercedes paintings by Andy Warhol will be exhibited April 6 through May 4.

4 BusinessWeek recently reported presidential candidates jumping on the bandwagon of using hybrid cars for personal and campaign purposes, in hopes that their eco-friendly attempts will help secure a seat in office.

5 The Times noted that US cities are joining hydrogen fuel programs through sponsorships with car and energy companies, and initiatives from the Department of Energy.

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