REPRINT AUTOMOTIVE NEWS SEPTEMBER 10 2019
Ram has done indoor test tracks during various events where space allows, including the Chicago Auto Show, where it can demonstrate pulling power, air suspension, ride quality and off-road capability. The brand has concocted truck playgrounds at major farm shows as well, including the Farm Progress Show in Decatur, Ill., in late August. The brand also does outdoor iterations of its truck courses.
Detroit’s convention hall, now known as the TCF Center after a name change last month, is too small for Ram to let loose. But the move to June includes spreading parts of the show outdoors around downtown Detroit.
Ride-and-drives at auto shows have proved to give brand outreach added potency. Chevrolet, Jeep, Ram and Toyota are the most active with this method, according to Foresight Research.
Foresight CEO Steve Bruyn said the firm tracks buyer behavior after shows. It found that 54 percent of the people it interviewed who attended an auto show within the last year and bought a vehicle in that time said the show influenced their purchase. Bruyn added that two-thirds of those who participated in a ride-and-drive revealed that the experience influenced their purchases.