Electric vehicles are taking charge
With the rise of electric mobility, the events industry will witness a change in how audiences will interact with automotive brand experiences. Electric vehicles are accelerating innovation and everyone wants in! The way that automotive brands showcase their products through events will see an increased focus on personal interaction with the digital and intelligent technologies that are built into electric vehicles. As such, the design and orientation of live experiences will need to adapt, focusing more on the benefits of the technology than just the vehicle itself.
Going further, brands and the agencies that represent them will look to adopt some of the new materials and techniques used by these vehicles to create the environment in which they are showcased – from stand architecture to guest interaction and engagement.
For some time there has been mounting concern around the ability of electric vehicles to compete against the practicality of their internal combustion counterparts - commonly referred to as range anxiety. Brands need to win the trust of consumers in this regard, and educate them on the capability of the technology in the real world; therefore live experiences, training events and extended demonstrations will be a crucial part of their communications plan.
Generation is key
The transformation of the automotive industry will be driven by a new generation of digital natives. These people have grown up with technology at their fingertips and therefore their expectations of automotive brands are very different to previous generations, for whom conventional car ownership was a rite of passage. Digital natives will be more receptive to the idea of autonomous and connected vehicles, therefore any event experience will need to fully reflect the convenient and seamless world in which those vehicles will exist.
The integration of technology into live experiences is moving quickly. For example, many festivals and experiential programmes are investing in wearable technology which offers cashless payments, a reduction in queue times and more secure entry control. For the organiser or brand, it allows for far more efficient capture of customer preferences, improved security and people flow around a specific site, and valuable data on where and how audiences engage with the experiences on offer.
#GoGreen is the way forward
With the world developing a consciousness to ‘go green’ and reduce carbon footprint, studies have already shown that the emotional attachment to cars has decreased significantly. Coupled with an ongoing rise in the urbanisation of populations in many countries around the world, a whole new generation is now questioning the conventional model of car ownership. New models for personal mobility are emerging which are more highly tailored to the specific needs of the individual and, by combining access to personal and public transport solutions through a singular subscription model, are also helping individuals reduce their impact on the environment.
As a result, the automotive shows of tomorrow won’t just feature displays from individual vehicle manufacturers, but also whole areas based around personal mobility solutions, providing genuine choice to the consumer. These new providers will likely have a less tangible product to engage consumers with, so technologies such as virtual and augmented reality will find their full potential in showcasing the benefits. Some OEMs are already adopting an alternative approach; as an example, the Volvo stand at the LA Motor Show this year features no physical vehicles on the stand.
Autonomous technology brought to life
There are already a number of automotive brands producing vehicles that have autonomous and connected technologies, and many of these are already available to purchase. Whilst most of these products are not yet completely autonomous in many countries, we will see a change in how these brands showcase their cars at events.
VR experiences for viewing vehicles has already been a big hit for certain brands. VR technology will help consumers experience what vehicles can do on the road with the benefits of reducing accidents, better traffic management, and increased passenger comfort, building better awareness of the autonomous concept. This type of event experience will have a positive effect on brand awareness, as it ultimately provides another way for people to see what autonomous vehicles can do when a live demonstration is simply not feasible.
At Inside Track we pride ourselves on helping automotive brands create live experiences with real impact. Through utilising our fully trained event teams, we enable your target audience to connect with your brand and product offering through a highly engaging event experience.
To find out about how we can help create your next automotive live experience, please get in touch with us on