{"id":43287,"date":"2023-09-01T15:10:13","date_gmt":"2023-09-01T19:10:13","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=43287"},"modified":"2026-05-05T16:47:14","modified_gmt":"2026-05-05T20:47:14","slug":"etude-de-marche-sur-le-salon-de-lauto-de-new-york","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/fr\/couverture\/north-america\/couverture-des-etats-unis\/etude-de-marche-sur-le-salon-de-lauto-de-new-york\/","title":{"rendered":"New York City Auto Show Market Research | SIS"},"content":{"rendered":"<div class=\"sis-hero-preserved sis-injected-hero\" data-sis-injected=\"hero\">\n<h1 class=\"wp-block-heading\">New <a href=\"https:\/\/www.sisinternational.com\/fr\/competence\/les-industries\/etude-de-marche-sur-les-medias-de-divertissement\/comment-mener-des-recherches-sur-le-divertissement-et-le-cinema-a-new-york\/\" class=\"sis-link-recovered\" data-sis-recovered=\"1\">York City Auto Show Market<\/a> Recherche<\/h1>\n<figure class=\"gb-block-image gb-block-image-8fc6198b\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-8fc6198b\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Automotive-Market-Research-in-Europe-2.jpg\" alt=\"\u00c9tudes de march\u00e9 et strat\u00e9gie internationales SIS\" title=\"Automotive Market Research in Europe (2)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Automotive-Market-Research-in-Europe-2.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Automotive-Market-Research-in-Europe-2-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Automotive-Market-Research-in-Europe-2-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Automotive-Market-Research-in-Europe-2-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Automotive-Market-Research-in-Europe-2-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n<\/p>\n<h4 class=\"wp-block-heading\">Comprendre la dynamique et les tendances d\u2019un \u00e9v\u00e9nement aussi important peut changer la donne pour les entreprises impliqu\u00e9es dans l\u2019industrie automobile.<\/h4>\n<p>Le Salon de l&#039;auto de New York rassemble des passionn\u00e9s d&#039;automobile, des professionnels de l&#039;industrie et des consommateurs ordinaires \u00e0 Manhattan. Il pr\u00e9sente les derni\u00e8res innovations, conceptions et technologies des principaux constructeurs automobiles mondiaux, et c&#039;est l\u00e0 que l&#039;importance des \u00e9tudes de march\u00e9 du Salon de l&#039;auto de New York entre en jeu.<\/p>\n<p>La r\u00e9alisation d&#039;\u00e9tudes de march\u00e9 adapt\u00e9es au Salon de l&#039;auto de New York fournit des informations uniques \u00e0 de nombreux acteurs du secteur des transports, telles que les pr\u00e9f\u00e9rences des consommateurs et les avanc\u00e9es technologiques.<\/p>\n<h2 class=\"wp-block-heading\">Quelle est l\u2019importance de l\u2019\u00e9tude de march\u00e9 sur le Salon de l\u2019auto de New York ?<\/h2>\n<p>Le Salon de l&#039;auto de New York est un barom\u00e8tre des \u00e9volutions de l&#039;industrie, des pr\u00e9f\u00e9rences des consommateurs et des avanc\u00e9es technologiques. Ainsi, comprendre les subtilit\u00e9s de cet \u00e9v\u00e9nement \u00e0 travers une \u00e9tude de march\u00e9 est essentiel pour plusieurs raisons :<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Analyse comparative de l&#039;industrie\u00a0:<\/strong> Le salon fait office de r\u00e9f\u00e9rence pour l&#039;industrie automobile. Il donne un aper\u00e7u des fabricants leaders en mati\u00e8re d&#039;innovation, de conception et de technologie, \u00e9tablissant ainsi les normes et les tendances de l&#039;industrie pour l&#039;ann\u00e9e \u00e0 venir.<\/li>\n<li><strong>Analyse du comportement des consommateurs\u00a0:<\/strong> En \u00e9tudiant les interactions, les pr\u00e9f\u00e9rences et les commentaires des participants, les entreprises peuvent obtenir des informations approfondies sur le comportement des consommateurs, les aidant ainsi \u00e0 adapter leurs produits et leurs strat\u00e9gies marketing en cons\u00e9quence.<\/li>\n<li><strong>Impact economique:<\/strong> Le salon de l&#039;automobile a des implications \u00e9conomiques significatives pour la ville de New York \u2013 et les \u00e9tudes de march\u00e9 peuvent quantifier cet impact, depuis les revenus directs provenant de la vente de billets jusqu&#039;aux b\u00e9n\u00e9fices indirects pour les entreprises locales et le tourisme.<\/li>\n<li><strong>Les avanc\u00e9es technologiques:<\/strong> Le salon offre un aper\u00e7u de l&#039;avenir des transports en pr\u00e9sentant les derni\u00e8res technologies automobiles. Les \u00e9tudes de march\u00e9 permettent de suivre ces avanc\u00e9es et de pr\u00e9dire leur acceptation et leur caract\u00e8re pratique sur le march\u00e9.<\/li>\n<li><strong>Analyse comp\u00e9titive:<\/strong> Pour les constructeurs automobiles et les \u00e9quipementiers, le salon est une plateforme permettant d&#039;\u00e9valuer les forces, les faiblesses et les strat\u00e9gies des concurrents. Cette veille concurrentielle est cruciale pour le d\u00e9veloppement et le positionnement futurs des produits.<\/li>\n<li><strong>Durabilit\u00e9 et tendances environnementales\u00a0:<\/strong> \u00c0 mesure que le monde devient plus soucieux de l&#039;environnement, l&#039;industrie automobile met de plus en plus l&#039;accent sur les technologies durables et vertes. Le salon de l&#039;auto sert de jauge pour mesurer les avanc\u00e9es et les int\u00e9r\u00eats dans ce secteur.<\/li>\n<li><strong>Port\u00e9e et impact mondiaux\u00a0:<\/strong> Despite being hosted in New York, the show has a global reach, attracting international exhibitors and attendees. New York <a href=\"https:\/\/www.sisinternational.com\/fr\/etude-de-marche-dans-les-villes-chinoises-de-2e-rang\/\" title=\"\u00c9tude de march\u00e9 dans les villes chinoises de deuxi\u00e8me rang\"  data-wpil-monitor-id=\"2057\">City Auto Show market research<\/a> helps understand its global implications, offering insights into international automotive trends and preferences.<\/li>\n<li><strong>Perception et engagement de la marque\u00a0:<\/strong> L&#039;\u00e9mission est une plateforme permettant aux marques d&#039;interagir avec leur public, de recevoir des commentaires et de mesurer leur perception de la marque. Les \u00e9tudes de march\u00e9 peuvent \u00e9valuer l\u2019efficacit\u00e9 de ces engagements et sugg\u00e9rer des am\u00e9liorations.<\/li>\n<li><strong>Pr\u00e9vision et analyse pr\u00e9dictive\u00a0:<\/strong> Gr\u00e2ce aux donn\u00e9es du salon, les analystes peuvent pr\u00e9voir les tendances automobiles futures, depuis les caract\u00e9ristiques \u00e9mergentes des voitures jusqu&#039;\u00e0 l&#039;\u00e9volution de la demande des consommateurs. Cette capacit\u00e9 pr\u00e9dictive est inestimable pour les parties prenantes dans la planification et la formulation de strat\u00e9gies.<\/li>\n<li><strong>L&#039;\u00e9valuation des risques:<\/strong> The automotive industry faces challenges, from regulatory hurdles to economic volatilities. New York <a href=\"https:\/\/www.sisinternational.com\/fr\/competence\/les-industries\/etude-de-marche-sur-les-villes-intelligentes\/\" title=\"\u00c9tude de march\u00e9 sur les villes intelligentes\"  data-wpil-monitor-id=\"3390\">City Auto Show market research<\/a> centered on the show can highlight potential risks and offer strategies to navigate them.<\/li>\n<\/ul>\n<\/div>\n<h1>New York City Auto Show Market Research: How Leading OEMs Convert Show Floor Insight into Commercial Advantage<\/h1>\n<p>The New York International Auto Show is one of the few venues where retail buyers, fleet operators, dealer principals, and product planners stand within feet of each other. For OEMs and Tier 1 suppliers, that proximity is a research asset. New York City Auto Show market research, when designed correctly, compresses what would normally take six months of fielded studies into ten days of structured observation and primary interviewing.<\/p>\n<p>The show draws over a million attendees across a metro that indexes high for early adoption of EVs, premium trims, and connected vehicle features. The buyer mix skews toward urban garage-kept ownership, fleet-leased commercial use, and high-income suburban households evaluating second and third vehicles. That heterogeneity is what makes the floor a live laboratory for powertrain transition modeling, ADAS adoption curves, and price-trim sensitivity.<\/p>\n<h2>Why the New York Show Floor Outperforms Traditional Clinic Environments<\/h2>\n<p>Conventional car clinics rent a hotel ballroom, recruit a panel, and reveal vehicles under controlled lighting. The setting is clean. It is also artificial. Buyers behave differently when they have driven into Manhattan, paid for parking, and chosen to spend three hours at Javits Center. Their stated interest is revealed, not recruited.<\/p>\n<p>The leading OEMs treat the show as a hybrid intercept and ethnographic environment. Product planners station observers near specific trims to capture dwell time, sequence of touchpoints (door, infotainment, cargo, then powertrain badge), and the questions buyers ask unprompted. That sequence is diagnostic. A buyer who opens the frunk before the rear door is signaling a different mental model than one who checks third-row legroom first.<\/p>\n<p><span style=\"color:#216896;border-left:3px solid #216896;padding-left:0.5rem;\"><\/p>\n<p><span class=\"sis-injected-quote\" data-sis-injected=\"quote\" style=\"color:#216896;border-left:3px solid #216896;padding-left:0.5rem;\">According to SIS International Research, intercept work conducted at major North American auto shows yields qualitative signal density roughly three times higher per respondent hour than recruited clinic panels, primarily because attendees self-select into category interest and arrive with active comparison sets already formed.<\/span><\/p>\n<p><\/span><\/p>\n<h2>What the Show Reveals About Powertrain Transition and ADAS Adoption<\/h2>\n<p>The New York metro is a leading indicator for battery-electric and plug-in hybrid acceptance in dense urban markets. Toyota, Hyundai, Genesis, Kia, and Ford use the show to test messaging gradients between full-BEV and extended-range hybrid positioning. The diagnostic question is not whether attendees prefer electric. It is which trade-offs they will accept, ranked, and at what monthly payment delta.<\/p>\n<p>ADAS adoption curves behave differently in New York than in Sun Belt metros. Stop-and-go traffic assist, automated parking, and surround-view cameras command a higher willingness-to-pay premium than highway-pilot features. Show floor research that segments buyers by garage type, commute pattern, and household vehicle count produces a feature ranking that national surveys cannot replicate.<\/p>\n<p>The competitive intelligence layer matters equally. A walk from the Genesis stand to the Lucid stand to the BMW stand, executed by a trained analyst with a structured observation protocol, captures pricing architecture, standard-versus-optional content shifts, and dealer talk-track changes that competitors disclose only at show.<\/p>\n<h2>How VPs at Fortune 500 Suppliers Use the Show for Bill of Materials Intelligence<\/h2>\n<p>Tier 1 and Tier 2 suppliers have a parallel agenda. The show is where new interior materials, lighting signatures, sensor placements, and HMI designs appear in production form for the first time. A supplier evaluating its own positioning against a competitor&#8217;s win on a new platform can confirm the BOM shift on the floor before it appears in teardown reports.<\/p>\n<p>This is where total cost of ownership analysis intersects with installed base analytics. A supplier whose component is being designed out of the next platform generation will see the substitute on a concept or near-production vehicle months before the contract notification. Show floor reconnaissance, structured properly, becomes an early warning system for aftermarket revenue strategy and supplier qualification audit cycles.<\/p>\n<h2>The Research Design That Separates Signal from Noise<\/h2>\n<p>Most show-floor research fails because it treats the venue as a survey site. Long questionnaires drive refusal rates above 60 percent and bias the sample toward retirees and students. The better design uses three layered instruments: a 90-second intercept for traffic and trim interest, a 12-minute structured interview with qualified intenders, and a 45-minute deep ethnographic walkthrough with pre-recruited high-value segments such as fleet managers and luxury repeat buyers.<\/p>\n<p><span style=\"color:#216896;border-left:3px solid #216896;padding-left:0.5rem;\"><\/p>\n<p>SIS International&#8217;s experience designing intercept and ethnographic protocols across automotive, consumer electronics, and B2B industrial categories indicates that layered instrument design lifts qualified completion rates substantially compared to single-instrument approaches, while preserving the ability to triangulate stated preference against observed behavior.<\/p>\n<p><\/span><\/p>\n<h3>The SIS Auto Show Intelligence Framework<\/h3>\n<p>The framework organizes show floor research into four parallel workstreams executed simultaneously across the ten-day window.<\/p>\n<figure class=\"wp-block-table sis-injected-table\" data-sis-injected=\"table\">\n<table>\n<thead>\n<tr>\n<th>Workstream<\/th>\n<th>Method<\/th>\n<th>Decision Supported<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Buyer Intercept<\/td>\n<td>90-second structured intercept at trim level<\/td>\n<td>Trim mix planning, MSRP positioning<\/td>\n<\/tr>\n<tr>\n<td>Qualified Intender Interview<\/td>\n<td>12-minute interview, recorded, coded<\/td>\n<td>Feature prioritization, ADAS willingness-to-pay<\/td>\n<\/tr>\n<tr>\n<td>Ethnographic Walkthrough<\/td>\n<td>45-minute pre-recruited session<\/td>\n<td>Segment-specific product planning<\/td>\n<\/tr>\n<tr>\n<td>Competitive Reconnaissance<\/td>\n<td>Structured stand-by-stand observation<\/td>\n<td>BOM shifts, pricing architecture, dealer messaging<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>\n<p style=\"font-size:11px;color:#666;margin-top:4px;\"><em>Source: SIS International Research<\/em><\/p>\n<h2>What Distinguishes the Best Programs from Routine Show Coverage<\/h2>\n<p>Three characteristics separate OEM and supplier teams that extract commercial advantage from those that file a trip report. First, they brief the field team on a specific decision the research must inform, not a topic to explore. Second, they integrate show data with dealer panel data, registration data from sources such as Experian and S&#038;P Global Mobility, and prior clinic results within two weeks of close. Third, they revisit the same show year over year with a consistent instrument, building a longitudinal panel that reveals shift in buyer mental models.<\/p>\n<p>The single most underused asset is the dealer principal interview. New York metro dealers attend the show, walk competitor stands, and form opinions about product viability that predict regional take rates more accurately than national consumer panels. A program that includes structured B2B expert interviews with 15 to 25 dealer principals during the show window produces forecasting accuracy national OEM headquarters rarely achieves through internal channels alone.<\/p>\n<h2>Translating Show Insight into Commercial Decisions<\/h2>\n<p>The output of disciplined New York City Auto Show market research is not a report. It is a set of decisions: which trims to build heavy, which ADAS bundles to standardize, which dealer talk tracks to retire, which supplier component to defend, and which segment to target with the next product action. Programs designed against those decisions return value many times their cost. Programs designed against generic objectives produce slide decks.<\/p>\n<p>For Fortune 500 leadership evaluating where to deploy primary research budget, the New York show represents one of the highest-density intelligence opportunities in the North American calendar. New York City Auto Show market research, executed with layered instruments and integrated against existing data assets, converts ten days of floor traffic into a year of commercial advantage.<\/p>\n<h2 id=\"about-sis-international\" style=\"font-family:Arial,sans-serif;color:#1a3d68;\">\u00c0 propos de SIS International<\/h2>\n<p><a href=\"https:\/\/www.sisinternational.com\/fr\/\">SIS International<\/a> propose des recherches quantitatives, qualitatives et strat\u00e9giques. Nous fournissons des donn\u00e9es, des outils, des strat\u00e9gies, des rapports et des informations pour la prise de d\u00e9cision. 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\/>\n<link rel=\"alternate\" hreflang=\"ko\" href=\"https:\/\/www.sisinternational.com\/ko\/coverage\/north-america\/usa-coverage\/new-york-city-auto-show-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"pl\" href=\"https:\/\/www.sisinternational.com\/pl\/coverage\/north-america\/usa-coverage\/new-york-city-auto-show-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"pt\" href=\"https:\/\/www.sisinternational.com\/pt\/coverage\/north-america\/usa-coverage\/new-york-city-auto-show-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"es\" href=\"https:\/\/www.sisinternational.com\/es\/coverage\/north-america\/usa-coverage\/new-york-city-auto-show-market-research\/\" \/>\n<!-- sis-hreflang-end --><\/p>\n<section class=\"sis-related-recovered\" data-sis-recovered-section=\"1\">\n<h3>Related SIS Resources<\/h3>\n<ul>\n<li><a href=\"https:\/\/www.sisinternational.com\/fr\/marche-mondial-des-capteurs-automobiles\/\" class=\"sis-link-recovered\">Market research offers insights into global automotive<\/a><\/li>\n<li><a href=\"https:\/\/www.sisinternational.com\/fr\/solutions\/conseil-en-strategie\/recherche-dopportunites-dentree-sur-le-marche\/etude-dentree-sur-le-marche-de-new-york\/\" class=\"sis-link-recovered\">York City Auto Show require in-depth market<\/a><\/li>\n<li><a href=\"https:\/\/www.sisinternational.com\/fr\/competence\/etude-de-marche-des-architectes-dinterieur-et-decorateurs\/\" class=\"sis-link-recovered\">market research services are designed<\/a><\/li>\n<li><a href=\"https:\/\/www.sisinternational.com\/fr\/competence\/les-industries\/etude-de-marche-sur-les-accessoires-pour-ustensiles-de-cuisine-et-ustensiles-de-cuisson\/\" class=\"sis-link-recovered\">accessories can use market research<\/a><\/li>\n<li><a href=\"https:\/\/www.sisinternational.com\/fr\/solutions\/test-de-gout\/recherche-de-nouveaux-produits-a-new-york\/\" class=\"sis-link-recovered\">York City Auto Show rely on market<\/a><\/li>\n<li><a href=\"https:\/\/www.sisinternational.com\/fr\/couverture\/etude-de-marche-en-australie\/\" class=\"sis-link-recovered\">research covers market<\/a><\/li>\n<li><a href=\"https:\/\/www.sisinternational.com\/fr\/tendances-du-marche-du-bien-etre-et-de-la-sante-en-europe\/\" class=\"sis-link-recovered\">market research well<\/a><\/li>\n<\/ul>\n<\/section>","protected":false},"excerpt":{"rendered":"<p>Le Salon de l&#039;auto de New York pr\u00e9sente les derni\u00e8res conceptions et technologies des principaux constructeurs automobiles pour les passionn\u00e9s, les professionnels et les consommateurs.<\/p>","protected":false},"author":1,"featured_media":66154,"parent":19303,"menu_order":74,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-43287","page","type-page","status-publish","has-post-thumbnail"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages\/43287","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/comments?post=43287"}],"version-history":[{"count":19,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages\/43287\/revisions"}],"predecessor-version":[{"id":87929,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages\/43287\/revisions\/87929"}],"up":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages\/19303"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/media\/66154"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/media?parent=43287"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}