If there was a questionnaire designed to diagnose an obsession with cars, I would check every box.
- Obsessively follow car blogs and magazines?
- Check! DVR The Grand Tour and Motor Week? Check!
- Search on the Cars.com app every day? Check!
- Routinely visit car dealerships and test drive with no intention of buying?
- Check! Check!
Naturally, the annual Chicago Auto Show is one of my favorite events. I am fascinated by new forms of automotive design as well as emerging trends across brands.
This year was different, however.
Instead of being focused solely on the cars, I found myself spending more time observing the attendees as they experienced the show. People were snapping pictures of themselves in front of their dream cars…posing for selfies with their friends…exploring every interior compartment…and chatting away in posh lounges.
While the social lounge experiences captured my interest, I’m not one to sit down during the show. I like to buzz from booth to booth. My favorite experience was the tour showcasing the new F-TYPE SVR at the Jaguar booth. It wasn’t the flashiest booth nor did it provide the most unique attendee experience. What impressed me was Jaguar’s end-to-end focus on an exceptional service experience.
The Jaguar booth was a great example of creating experiences across the three aspects we focus on at Traceable Change:
- There were interactive displays scattered throughout the booth. The kiosk experience was not overly burdensome, and it was integrated with the Chicago Auto Show’s ePass system to minimize steps. Lastly, the emailed thank you note was a thoughtful gesture and made me reminisce about the experience.
- The brand ambassadors were friendly and approachable without being overly encroaching. There was none of the forced socialization that can occur with more sales-focused representatives.
- The layout of the booth provided a multi-sensory experience, and the physical artifact I received at the end of the SVR tour will remind me of my experience beyond the show itself.
The Chicago Auto Show isn't just about looking at new cars anymore nor is it just about car shopping. It's about engaging with brands in more personal ways by creating robust memorable experiences.
That said, if you’d like to buy me a Jaguar SVR, you know where to find me!