Auto Collabs
Collaboration through connection.
Hosted by Paul J Daly, Kyle Mountsier, and Michael Cirillo, Auto Collabs is your connect point to the human side of the retail automotive industry: what motivates its leaders, how they navigate change, and what keeps them pushing forward. It’s beyond-the-business-card conversations with real people powering dealerships, technology platforms, and everything in between.
From the team behind the More Than Cars movement, this podcast is built on one big belief: thriving people create thriving businesses. With candid conversations, industry insight, and just enough unfiltered banter to keep things interesting, Auto Collabs delivers authentic stories that inspire real collaboration.
// Auto Collabs is produced by Automotive State of the Union (ASOTU). Learn more at https://www.asotu.com
Auto Collabs
Why Auto Shows Still Matter in a Digital World | NY Auto Forum
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At the New York Auto Show, Mark Schienberg, President of the show, breaks down what it actually takes to bring one of the largest automotive events in the world to life. With nearly 2,800 workers, millions of pounds of equipment, and just days to execute, the scale is massive—but the bigger story is what these events represent in a post-COVID, increasingly digital industry.
As manufacturers doubled down on digital during the pandemic, many questioned whether auto shows still had a role. This conversation goes beyond surface-level assumptions to reveal why in-person experiences are not only relevant—but essential. From hands-on product discovery to real-time consumer insights, auto shows create a unique environment where dealers, OEMs, and buyers converge without the pressure of a transaction.
Mark Schienberg makes a clear case: you can’t replicate the emotional connection of sitting in a vehicle through a screen. With 40% of attendees actively in-market, the show floor becomes a powerful driver of demand, not just awareness. This is a ground-level look at how consumer behavior is reshaping automotive retail—and why physical experiences are making a strong comeback.
Timestamped Takeaways
0:00 Intro
0:15 The Scale of Building the NY Auto Show
1:05 Attendance Expectations and Public Opening
1:50 Why This Could Be the Biggest Show Since COVID
2:40 The Return of In-Person Experiences
3:30 What Makes the NY Auto Show Unique
4:20 Expanding Beyond Cars: Safety and Industry Conversations
5:30 Bridging Dealers, OEMs, and Consumers
6:40 The Role of Auto Shows in the Buying Journey
7:50 40% of Attendees Are In-Market Buyers
9:00 Why No Salespeople Are Allowed on the Floor
10:10 Creating Demand vs. Forcing Sales
11:10 Manufacturer Strategy: Digital vs Physical
12:20 Why Physical Experience Still Wins
13:20 The Rebound of Auto Shows
14:10 Final Thoughts on Industry Impact
Connect with Mark Schienberg at https://www.linkedin.com/in/mark-schienberg-6756ba/
Learn more about the Greater NY Automobile Dealers Association at https://www.gnyada.com/
Our coverage of the NY Auto Forum is brought to you Force Marketing. Learn more at https://www.forcemarketing.com/
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