EAST NORRITON >> A cutting edge tool designed to jump-start the love affair between buyer and vehicle has hit the auto show circuit.
No, it wasn’t featured at Detroit and it won’t be coming to New York or Chicago either.
The little gem of intelligent information retrieval known as the eKEY is being used right now by visitors to the Philadelphia Auto Show, saving them tons of time and frustration.
Developed by Fish Technologies, the eKEY lets registered attendees feel as if they are in charge of their auto show experience, by deciding which manufacturers they wish to share their personal information with and receive details about the vehicles they select – and even register automatically for the chance to win a $20,000 voucher that can be used at a participating dealership.
“We know how important the show is in the buying decision; everything is geared toward helping the consumer make their choice,” noted Kevin Mazzucola, executive director of the East Norriton-based Automobile Dealers Association of Greater Philadelphia (ADAGP), producers of the show.
“People are confirming what they thought they wanted to buy, or coming in and saying ‘Oh, I didn’t know that was available,’ or ‘I didn’t consider that particular vehicle on my shopping list.’ The way it’s been done for years is, you go to the show and there’s a product specialist there for every manufacturer to take your name and information, and then you go to the next place and do that all over again. The eKey replaces all that.”
Visitors provide their basic information when they register at phillyautoshow.com, through the Auto Show app or at a kiosk at the show, Mazzucola explained.
“It takes about a minute to give your information, name address, email, when you’ll be in the market for a car, your price range, type of vehicle. It will then send you a dashboard with a customized QR code to scan at manufacturers’ displays and a playbook with a list of all the vehicles fitting your search criteria, and all of this is on your very own micro-website. So, if I say I’m in the market for a small SUV between $25,000 and $35,000 it will pull up every single vehicle on the show floor that meets those parameters. You can look at it and say ‘Well I need to hit these six or ten vehicles.’ It will tell you to make sure you see these vehicles when you’re at the show because there may be some you never considered before.”
The partnership between the Philadelphia Auto Show and the company that powers the technology behind brands, events and sports leagues like Hyundai, Samsung, NFL, US Open Tennis and Major League Soccer began when Fish Technologies made the first move, Mazzucola recalled.
“They came to us and said they know that our show is noted for being consumer-oriented and blue collar in the sense that people decide what their next purchase will be. We said ‘Great, we’re always looking for new and exciting things’ and we partnered with them in getting that technology on the floor. In addition, people who register will be registering for a $20,000 voucher at participating dealerships. You enter when you sign up and each time you scan you can get an additional five entries. We’re promoting it heavily and it gives people the chance to win the $20,000 voucher, which in many cases can buy a new vehicle.”
Michael Gilvar, CEO of Texas-based Fish Technologies noted: “Traditionally, there is no centralized registration at auto shows. This new model, which has been successfully deployed at just about every major festival and by every major sports league, now allows a Philadelphia Auto Show attendee to register once and then seamlessly share contact and qualifying details with any brand they choose with the simple scan of their eKEY, resulting in a better consumer experience and more engagements for the manufacturer.”
Given the show’s vital relevance to the auto industry, Mazzucola said that the Philadelphia Auto Show was the obvious site to debut the eKEY.
“Our show is big and it’s dedicated to the consumer. New York, LA and Detroit are media shows. We sell a lot more vehicles in Philly than they do in Detroit. Our show is a working man’s show. We’re known for really having an impact on what consumers are going to buy, and that’s important to the manufacturers and dealerships. The manufacturers are spending millions of dollars to be at the show,” he added, “and the eKEY is giving them a return on their investment so they know what’s happening.”
Hours for the Philadelphia Auto Show are noon to 10 p.m. weekdays; 9 a.m. to 10 p.m., Saturdays; 9 a.m. to 8 p.m., Sundays and 9 a.m. to 6 p.m. on Feb. 7.
Tickets are $14 for adults (age 13 and up), $7 for children (ages 7 to 12) and may be purchased at PhillyAutoShow.com, through the Philly Auto Show app or at the Convention Center box office at 1101 Arch St., Philadelphia.
