Ford, VW supply check drives of recent EVs to drive gross sales of Mach-E and ID.4

CHICAGO – Jim Nierman yells with pleasure as he will get out of an electrical Mustang Mach-E crossover after a check drive on the Chicago Auto Present.

“Oh my God! … I’ve pushed loads of electrical automobiles and that is good,” mentioned the highschool auto store instructor. “It was like a rocket ship.”

Nierman, 54, is one in every of tens of 1000’s of individuals anticipated to attend the five-day occasion, which is the primary main auto present within the nation because the coronavirus pandemic started in spring 2020.

It isn’t a typical Chicago Auto Present. It is about half the dimensions and time of a standard present, however automakers corresponding to Ford Motor, Volkswagen and others are attempting to benefit from it. That features showcasing new electrical automobiles.

Other than displaying automobiles contained in the McCormick Place Conference Heart, automakers are providing check drives and rides in new electrical automobiles. Auto executives imagine such experiential advertising and marketing efforts are one of many key first steps to growing EV adoption.

“A variety of customers have not had that chance due to Covid,” Ford Chief Advertising and marketing Officer Suzy Deering mentioned about experiencing the Mach-E. “With Mach-E, individuals are blown away.”

Ford was among the many automakers most impacted relating to automobile launches, together with the Mach-E, through the pandemic. An ongoing semiconductor chip scarcity additionally has emptied many seller tons, making it tough for customers to expertise new automobiles.

Deering mentioned getting customers into the Mach-E and permitting them to see new EVs such because the Ford F-150 Lightning pickup, which is anticipated to go on sale subsequent 12 months, is crucial for folks to know that EVs are actual and never science tasks.

“There’s misperceptions about EVs and there is additionally, candidly, simply no perceptions, proper? That individuals simply do not perceive,” Deering mentioned. “It is a actually essential piece for us.”

Auto exhibits are essential for automakers to flaunt their latest automobiles, and extra importantly, get “butts in seats” — an outdated adage for one of the simplest ways to promote automobiles.

“Auto exhibits are essential to customers as a result of they’ll store one automobile towards one other all underneath the identical roof with none gross sales strain,” mentioned Michelle Krebs, govt analyst at Cox Automotive. “It is also essential to get these butts in seats as a result of, by and enormous, at present’s automobiles are all fairly good, so it comes all the way down to their notion of the model but in addition how the automobile suits them.”

Volkswagen of America CMO Kimberly Gardiner mentioned it is “tremendous essential” to permit customers to get into new EVs and “think about themselves driving one.”

VW is providing drives in 4 of its latest automobiles, together with the electrical ID.4, which went on sale this 12 months. VW held about 250 drive occasions throughout the nation for the brand new EV from March via June.

“We’re at this nice second in time the place extra customers are wanting to know and find out about what it is prefer to drive an EV,” Deering mentioned.

Almost 16,000 folks of all ages participated within the nationwide packages, in keeping with VW.

The ID.Four and Mach-E are amongst a handful of plug-in automobiles, together with all-electric and hybrid, to supply rides or drives on the Chicago Auto Reveals. Others embrace the Jeep Wrangler 4xe, Kia Niro EV and Chevrolet Bolt EV and EUV.

Other than EVs, Ford goes face to face with Jeep relating to off-road programs on the Chicago Auto Present.

Ford debuted a brand new “Constructed Wild” outside impediment course for its Bronco SUV on the occasion, which it expects to make use of at future exhibits. Jeep has provided rides at its “Camp Jeep” at such occasions for the previous 17 years.

“It is one of many coolest issues right here,” 15-year-old Henry Lata mentioned after driving in a Jeep Gladiator Mojave via the course. “I really like automobiles.”

Each programs characteristic vital steel hills and obstacles showcasing the capabilities of the automobiles.

“We get to point out off what our automobiles can do,” mentioned Jim Morrison, head of Jeep’s North American operations. “We have seen rivals come and go however, one of many issues we love is after they open the door, folks race to Camp Jeep.”