Dealers looking to make a sale at Chicago Auto Show

CHICAGO February 14, 2003; John Porretto writing for the AP reports that

at the Chicago Auto Show, which opens to the public Friday, not only can you see the latest offerings from the world's top automakers -- you can work with a salesman to take one home.

What better place to pitch a new ride than an 840,000-square-foot exhibition hall with 1,000 of the snazziest vehicles available. For the next 10 days, this city's McCormick Place will be abuzz with hundreds of sales people shaking hands, passing out business cards and doing their best to score a commission.

Some 1 million people are expected to attend, which ranks it among the nation's largest with Detroit, Los Angeles and New York.

Observers say the ultimate objective of any auto show is to sell vehicles, but Chicago's approach is more aggressive than most.

Some local dealers even offer special cash-back incentives -- on top of those already available on many vehicles -- during the show's run.

"The Chicago Auto Show has always been the catalyst that starts the spring market," said Lee Weinman, a former show chairman and a Chicago Ford dealer. "It's a selling show. It has a different feel because the consumer is interfacing with someone who has information and the ability to sell that vehicle."

The show's hours are 10 a.m. to 10 p.m. Admission is $10 for adults.

Legally, dealers and their representatives can't close a sale at the show. That has to take place at a licensed business. But salesmen will be more than happy to take your personal information, arrange a test drive and guide you to the nearest dealer.

Weinman said the Chicago area's 82 Ford dealers will have 30 sales people at McCormick Place during the day, and another 40 in the evenings and on weekends.

To further entice local consumers, Ford dealers will hand out scratch cards with rebates of either $200, $500 or $1,000. Choose a vehicle, head to the dealership, scratch one of the three choices and get a check with your new Explorer, Taurus or other Ford product.

Chicago Chrysler dealers are offering $500 in cash on select vehicles through March 3 as part of an auto-show promotion.

"We see the biggest surge in traffic right after the show ends," said Scott Fairchild, DaimlerChrysler's regional marketing manager.

Weinman couldn't place a number on the sales he attributes directly to the exhibit, but he said his floor traffic typically increases 20 percent to 25 percent.

George Katsikas, general manager of Grossinger Toyota in Chicago, said his sales staff views the show as an opportunity to answer questions about Toyota's latest offerings -- though they'd have no problem arranging an appointment to meet a client at the dealership.

"We'd certainly give them a business card," Katsikas said.

Chris Sams of the New York International Auto Show, which takes place April 19-27, said his show takes a more laid-back approach with consumers.

If a visitor is interested in a certain car or truck, a product specialist, not a sales professional, will provide information on the nearest local dealers.

"That's as hard of a sell as we'll do," Sams said. "We like to provide a family atmosphere, a no-pressure environment."