Auto show begins today in Richmond

Auto manufactures will have a chance this weekend to woo potential buyers possibly gun-shy after recent recall announcements by several large carmakers.

The opportunity will come at the Virginia Motor Trend International Auto Show, which begins its three-day run today at the Greater Richmond Convention Center.

This year's show will feature about 200 vehicles from more than 20 manufacturers, including the highly anticipated 2011 Ford Fiesta as well as alternative-fuel vehicles from Cadillac, Chevrolet, Honda, Mazda and Mercury.

If you go
The 2010 Virginia Motor Trend International Auto Show runs today through Sunday
Hours: 10 a.m. to 10 p.m. today and tomorrow; 10 a.m. to 6 p.m. on Sunday
Cost: Adults, $9; seniors and military, $5; children ages 7 to 12, $3; children younger than 6, free. Discount tickets available online. Also, two college students get in for the price of one today; children younger than 12 get in for free on Sunday.
Where: Greater Richmond Convention Center, 403 N. Third St., Richmond
Online: VirginiaAutoShow.com
Activities: Attendees can test-drive certain General Motors vehicles, including the Chevrolet Camaro. Scott Settlemire, who helped design the newest generation of Camaro, will discuss the car’s storied history at 7 p.m. today.
SOURCE: Virginia Motor Trend International Auto Show

The Fiesta is Ford's new fuel-efficient model and gets more than 40 miles per gallon. The sleek-looking vehicle, already one of Ford's most popular models, is aimed at younger buyers and has a starting price of about $13,900.

The focus of most dealers and manufacturers will be to showcase their products. But the auto business has been under siege in recent weeks because of recalls at Toyota, which has affected millions of its vehicles and shined a light on safety issues. Nissan, Honda and General Motors also have announced recalls of vehicles in recent weeks.

"I think safety will certainly be on people's minds at the show, but I'm not sure it will be any more so than in previous years. Safety features are always a major focus of attention for showgoers," said Michael Allen, a spokesman for the Virginia Automobile Dealers Association, one of the annual show's organizers.

Chris Burnette, a senior sales associate at Richmond Ford Lincoln Mercury, said safety demonstrations are standard when showing vehicles to customers. Most sales associates are prepared to discuss safety features, he said.

"It's just a part of what we do, along with showing all the features available on cars," said Burnette, who was helping prepare Ford's exhibit.

But while recalls have given the industry a black eye, the unintended consequence could be a boon for shoppers, said George Hoffer, a Virginia Commonwealth University professor of economics specializing in the auto industry.

Toyota's recalls "clearly raised the profile of the auto industry, and not necessarily in a positive light," he said. "But the price aggressiveness with which [Toyota] is attacking the problem" is going to benefit all consumers as other manufacturers try to keep up.

Price concessions caused by the recall could actually wind up helping dealers win undecided shoppers who might attend the show.

The auto show "is a marketing tool to stimulate interest," said Hoffer, who added that coupled with pricing advantage, dealers will be able "to use the show as a way to get people over the hump."

One out of every four new car buyers has attended an auto show and been influenced by a show prior to their purchase, according to data compiled by the show's producers.

While dealer employees working at the show are not allowed to overtly solicit business or negotiate prices, the show is a way for the dealers and manufacturers to introduce their products to customers.

Salespeople can hand out business cards and invite customers to come to dealerships.

Carl Burrell, vice president and general manager of Lexus of Richmond, said the show is ideal for introducing the Lexus brand to prospective buyers and produces residual sales as far as six months down the road. Lexus shoppers, he said, typically take longer to make a purchase.

"It's a perfect place for us because we have the opportunity to present our cars" in a neutral environment, he said. "Our goal is have our salespeople and our customers build a relationship. [The auto show] is a good starting point for that."