Then and Now - The Evolution of the San Diego International Auto Show
Imagine yourself in the year 1928, sitting on the veranda and opening your San Diego Union
Tribune. You are greeted with images of the San Diego Auto Show sprawling the esplanade of
Balboa Park – a high-society affair boasting shiny cars, lavish parties and San Diego’s elite
socialites of the roaring twenties. That early auto show showcased 7 or 8 cars—that, at the
time, were deemed the revolutionary works of transportation in the early 20th century.
Accelerate to 88 years later, and the San Diego International Auto Show (SDIAS) remains a highprofile event that has changed the way cars are marketed and promoted to the residents of San
Diego County. Today, manufacturers and automotive retailers are in a constant cycle of
evolution in an effort to keep pace with the changing demands of production, sales and
technology, and most of all, customers. Nowhere is that more evident than on the show floor of
the SDIAS.
As the auto makers evolved, so to did the SDIAS. During the 70’s and 80’s, the Show took place
in downtown San Diego’s Golden Hall. Then, it occupied 50,000 square feet, and the “models”
in their exorbitant, sequined gowns posing on rotating platforms, more often than not
outshined the cars.
Eventually, the SDIAS took up residence where it has remained for the past 26 years, the San
Diego Convention Center, where it commands over 525,000 square feet of contiguous space.
With over 600 new model vehicles, including crossovers, trucks, SUV’s and alternative fuel
vehicles, the San Diego International Auto Show has become a premier stop on the North
American auto show circuit and a top choice for global manufacturers to display their very best.
While many things about auto shows have changed, one thing has not: the common goal of
stimulating automotive sales. In the past, it was good enough to simply put “cars on carpet”
and pretty people with microphones pointing to hood ornaments.
Today, an average exhibit at the SDIAS is 7,000 square feet, featuring cascading walls, highresolution LED video screens, interactive simulators, and, most importantly—trained product
specialists whose sole purpose is to educate consumers in a no-pressure, non-sales
environment.
Those product specialists play a pivotal role in the auto show experience and most attend
intense training programs and obtain certifications in categories such as technology, design,
performance, engineering and finance. Their job is to represent the brands and engage with the
consumer in a personal, informed manor, making them important influencers of converting
auto show attendees to qualified buyers.
While pertinent features of cars showcased in 1928 were likely color and upholstery, the
features of today’s vehicles align with our tech-savvy, social media driven society, and those
features extend to the exhibits themselves. Stop by any exhibit at the San Diego Auto Show and
you are sure to find display materials referencing “infotainment” and “connectivity…and yes,
“autonomous driving.”
Today, the SDIAS has become a platform from which manufacturers present their technological
advancements and innovations. From Smart phone applications like AppleCarPlay and
advanced voice recognition technology such as SYNC 3, technology plays a significant role in
auto show displays as it aligns with what is happening in dealership showrooms. The virtual
retail experience is now front and center for most retailers and provides consumers the
opportunity to build their own vehicle by using virtual reality goggles.
There is no doubt that the auto show has its place in San Diego history, and will continue to
evolve with the fast-moving pace of the automotive industry. Personally, we can’t wait to see
what’s next.
For more information about the San Diego International Auto Show, visit
www.SDautoshow.com