Car Show Leaves Pressure Behind

By Lorne Fultonberg

February 13, 2013 Updated Feb 14, 2013 at 12:34 AM EDT

Johnson City, NY (WBNG Binghamton) Five different area car dealerships brought their goods inside the Oakdale Mall for the annual Greater Binghamton New Car Dealer Association Auto Show.

It's an opportunity for customers to browse multiple dealerships at once in a more informal environment.

"I just think the idea that I can look around really without any salesman pressuring me as to what I'm looking for and what I'd like to spend and so forth," said Larry Heath, of Binghamton.

Allowing customers to mull about by themselves is one of the show's ground rules, said Valerie Jochum, a saleswoman at Serafini Nissan-Volvo.

"When they come to the mall, they know salespeople are not going to approach them in that kind of manner unless they ask them to hand them a card," she said. "It's a much more relaxed atmosphere."

All the cars at the show are new and potential customers can pop in and out of them as they please.

Many of the cars are on sale, but that doesn't necessarily mean a lot of cars are sold.

"Sometimes it takes three to six months or even a year to get people into the showroom," said Victoria Emmons, a sales advisor at Gault Volkswagen. "So we're planting the seed [at the mall], telling the customers that 'hey you can come in and see us ahead of time' and when they're ready, then they can say, 'ok this is what I want.'"

Dealers say February is a slower time for car sales. It comes right after the New Year's sales and before the rush of spring and summer.

"Spring's on the way, they want to know what's new in the cars without actually having to come into the dealership," Jochum said.

The show runs until Monday, Feb. 18.The following dealers will be featured:

Jack Sherman Toyota-Scion
Gault Auto Group
Miller Honda-Hyundai
Serafini Nissan-Volvo
Botnick Chevrolet
Feduke Ford-Lincoln

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