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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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At the NY Auto Forum, Senator Bernie Moreno lays out a blunt, high-stakes reality facing the U.S. auto industry. With China’s massive overcapacity, government-backed subsidies, and global expansion strategy, the threat isn’t theoretical—it’s structural. Moreno argues that without decisive action, the Western auto industry risks being undercut at scale, with long-term consequences for jobs, innovation, and economic stability.

This conversation goes beyond policy headlines to unpack what’s already changed—from the removal of EV subsidies and emissions fragmentation to new legislative efforts aimed at blocking Chinese vehicles from entering the U.S. market entirely. Moreno makes a clear case: protecting the industry isn’t about protectionism, it’s about survival in the face of a system designed to dominate globally. On the retail side, the discussion shifts to dealer accountability, FTC enforcement, and why cleaning up the last 5% of bad actors may be critical to preserving consumer trust.

It’s a direct look at the forces reshaping the auto industry—from global trade battles to showroom-level transparency—and what needs to happen next.

Timestamped Takeaways

0:00 Intro

0:18 Reflecting on Major Industry Wins (EV mandates, CARB changes)

1:20 The $100B Cost and Missed Innovation Opportunity

2:10 China’s Overcapacity and Global Strategy

3:25 Why the U.S. Must Block Chinese Vehicles

5:10 Economic Stakes: Jobs, GDP, and Industry Survival

6:30 Canada, Mexico, and Global Trade Tensions

8:05 The Push for Western Market Alignment

9:20 Refocusing on Affordability and Innovation

10:15 FTC Enforcement and Dealer Transparency

11:40 Cleaning Up the “Final 5%” of Dealers

13:10 Why Bad Pricing Practices Destroy Trust

14:30 Competing on Customer Experience, Not Deception

15:40 Final Thoughts on Mindset, Leadership, and Longevity

Connect with Senator Bernie Moreno at https://www.linkedin.com/in/bernie-moreno-4251884/

Our coverage of the NY Auto Forum is brought to you Force Marketing. Learn more at https://www.forcemarketing.com/

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At the NY Auto Forum, John Bozzella, CEO of the Alliance for Automotive Innovation, breaks down one of the most critical moments facing the global auto industry. With rising geopolitical tension, China’s growing dominance, and shifting retail dynamics, the stakes for U.S. dealers and OEMs have never been higher. This conversation goes beyond headlines to unpack what “fair competition” actually means—and why it’s not the current reality.

Bozzella makes a clear case: the franchise model only works if the industry stays aligned. From Tesla’s early disruption to today’s policy debates and global overcapacity concerns, the conversation highlights a hard truth—dealers and OEMs must compete together or risk losing the customer entirely. This is a front-line look at the structural forces reshaping automotive retail and what leaders must do now to stay competitive.

Timestamped Takeaways

0:00 Intro

0:20 Why U.S.–China Talks Matter for Auto

1:05 The Auto Industry’s Role in U.S. GDP

1:50 The Problem with “Unfair” Global Competition

3:05 China’s Overcapacity and Global Impact

4:10 Breakdown of Dealer Struggles in Global Markets

5:20 Why the Franchise Model Still Wins

6:35 The Tesla Effect and Policy Consequences

8:05 One System or No System at All

9:10 Why Alignment Between Dealers and OEMs Matters

10:15 Competing for the Modern Customer

11:20 Building a More Competitive Industry Together

Connect with John Bozzella at https://www.linkedin.com/in/john-bozzella/

Learn more about the Alliance for Automotive Innovation at https://www.autosinnovate.org/

Our coverage of the NY Auto Forum is brought to you Force Marketing. Learn more at https://www.forcemarketing.com/

⭐️ Love the podcast? Please leave us a review here — even one sentence helps! Consider including your LinkedIn or Instagram handle so we can thank you personally!

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🎧 Like and follow our other podcasts:

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