On July 15, 2021, attendees of the Chicago Auto Show get into a Ford Mustang Mach-E for a test drive outside of the McCormick Place Convention Center. CNBC’s Michael Wayland CHICAGO, IL – After a test drive at the Chicago Auto Show, Jim Nierman exclaims with delight as he exits an electric Mustang Mach-E crossover. “Oh my God!” exclaimed the high school auto shop teacher, “I’ve driven a lot of electric automobiles and that’s fantastic.” “It was like a rocket ship,” says the narrator. The five-day event, which is the first major auto show in the country since the coronavirus outbreak began in spring 2020, is expected to draw tens of thousands of people. This isn’t your average Chicago Auto Show. Although it is half the size and duration of a regular exhibition, automakers such as Ford Motor, Volkswagen, and others are making the most of it. Showing out new electric vehicles is part of that. Automakers are offering test drives and rides in new electric vehicles in addition to showing automobiles inside the McCormick Place Convention Center. Experiential marketing, according to auto executives, is one of the most important initial stages in increasing EV adoption. “Because of Covid, a lot of consumers haven’t had that opportunity,” Ford Chief Marketing Officer Suzy Deering said of the Mach-E. “People are blown away by Mach-E.” During the pandemic, Ford was one of the automakers most impacted in terms of car releases, notably the Mach-E. Many dealer lots have also been vacated due to an ongoing semiconductor chip shortage, making it harder for consumers to test drive new vehicles. Deering believes that bringing customers into the Mach-E and letting them to see new EVs like the Ford F-150 Lightning pickup, which is set to hit the market next year, is crucial in convincing people that electric vehicles are real, not scientific experiments. “There are misconceptions regarding electric vehicles, and there are also no perceptions, right? That people simply do not comprehend, “Deering explained. “It’s a critical component for us.” ‘Seats with butts’ Auto shows are vital for automakers to show off their latest models and, more importantly, to get “butts in seats,” as the old phrase goes. “Auto shows are crucial to consumers because they allow them to compare vehicles under one roof without being pressured into buying,” said Michelle Krebs, executive analyst at Cox Automotive. “Getting those butts in seats is also crucial because, by and large, today’s vehicles are all quite nice, so it comes down to their perception of the brand as well as how the vehicle fits them.” On July 15, 2021, outside of the McCormick Place Convention Center in Chicago, Volkswagen’s test drive booth at the Chicago Auto Show. CNBC’s Michael Wayland Consumers should be able to get into new EVs and “see themselves driving one,” according to Volkswagen of America CMO Kimberly Gardiner. VW is offering test drives in four of its newest models, including the electric ID.4, which was released earlier this year. From March through June, VW hosted roughly 250 test drives for the new EV across the country. “We’re at a terrific point in time where more consumers want to comprehend and learn about what it’s like to drive an electric vehicle,” says the company. Deering explained. According to VW, around 16,000 people of various ages took part in the statewide activities. The ID.4 and Mach-E are among a small number of all-electric and hybrid plug-in vehicles that will be available for rides or drives during the Chicago Auto Shows. The Jeep Wrangler 4xe, Kia Niro EV, and Chevrolet Bolt EV and EUV are among the others. Wrangler vs. Bronco Aside from electric vehicles, Ford and Jeep are competing in off-road courses at the Chicago Auto Show. Ford is introducing a 30,000-square-foot off-road obstacle track called the “Built Wild Bronco” mountain experience at the Chicago Auto Show. CNBC’s Michael Wayland At the occasion, Ford unveiled a new “Built Wild” outdoor obstacle course for its Bronco SUV, which it plans to employ at future events. For the past 17 years, Jeep has provided rides to similar events through its “Camp Jeep.” After going through the course in a Jeep Gladiator Mojave, 15-year-old Henry Lata commented, “It’s one of the best things here.” “I adore automobiles.” Both courses have considerable metal hills and obstacles to demonstrate the vehicles’ capabilities. Jim Morrison, the head of Jeep’s North American operations, remarked, “We get to show off what our cars can do.” “We’ve seen competitors come and go, but one of the things we appreciate is how people rush to Camp Jeep when they open the door.” At the Chicago Auto Show, Henry Lata, 15, and Sarah Lata, 45, travel in a Jeep Gladiator Mojave truck with a professional driver through an indoor obstacle course named “Camp Jeep.” CNBC’s Michael Wayland/n
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