Vision Entertainment Selects NOP Automotive as Exclusive Market Research Partner to Tap Powerful Gen Y & X Groups

IRVINE, Calif., July 1 -- Vision Entertainment, a Southern California-based integrated marketing events company, will continue its mission of delivering the elusive "fountain of youth" segment of automotive buyers to its expanding list of Hot Import Nights (HIN) and Import Revolution (IREV) sponsors with the NOP Automotive partnership the company announced today.

In addition to having exclusive rights to conduct market research at the events, NOP Automotive will develop and manage the rich Vision Entertainment database of names collected at events and on its web sites, for marketing and market research program applications.

"The partnership with NOP Automotive will allow us to bore deeper into the psychographic buying habits of the Gen Y and X groups," said John Russell, vice-president, marketing, Vision Entertainment. He adds, "We anticipate that the resulting data will enable us to create more meaningful programs for this group of savvy buyers. Together with NOP, we can give OEMs and tier one suppliers a competitive advantage to interact with and penetrate this group."

Almost every weekend, Vision Entertainment produces an HIN and/or IREV event in one of the top 20 DMAs. More than 80 percent of the estimated 500,000 annual attendees are under 25 years old. Beyond the value as creative nerve centers for automotive OEM products, the events have also become a breeding ground for what's hip, what's hot, what's happening and what's not in the estimated $3 billion aftermarket segment.

"To sell to this market, you must first understand that they don't want to be sold, they have special needs and certain buttons can satisfy them or turn them off in an instant," said Jim Vannier, president, NOP Automotive, U.S. He adds, "Cars and trucks are the new pop culture canvas for individual expression. They are an extension of the owner's individual personality -- wild, crazy, fast, sexy, it can all be communicated through the vehicle."

The youth aftermarket segment is one of the bright spots in the automotive marketplace with annual growth of more than 50 percent over the past 5 years. But, auto manufacturers must continually satisfy the changing demands of this dynamic consumer group throughout the ownership experience to maintain loyalty. Savvy "suits" understand the need to connect with this valuable consumer resource to stimulate growth in a highly competitive marketplace.

ABOUT NOP AUTOMOTIVE

With almost 50 years of experience, NOP Automotive, and its global network of experienced market research professionals, are well positioned from offices in Farmington Hills, MI, Irvine, CA, and New York City to provide key insights into the buying habits and motivations for the U.S. youth market for automotive and non-automotive products.

ABOUT VISION ENTERTAINMENT

Irvine, Calif.-based Vision Entertainment is an integrated youth marketing and event production category leader, providing demographic appropriate interactive experiences for its constituents. Since the company's inception in 1997, Vision Entertainment has provided marketing platforms for Fortune 500 firms who wish to leverage the buying power of Generations X and Y. With more than 40 annual events in the top 20 North American cities, Vision Entertainment has a firm understanding of the youth market's savvy, progressive lifestyle. These events range from import car shows to skateboard & snowboard expos, to consumer gaming events. In addition to Hot Import Nights and Import Revolution, Vision Entertainment is the creator/owner of BF Goodrich Kick Asphalt Tour, Fresh Tracks Snow & Skate Expo, National Houseboat Expo, RC Expo and Joystick Expo.