Report: New Data Confirms the Power of Auto Shows

The Automotive Experience Alliance (AEA), a coalition of auto shows with the shared goal of driving innovation and standardization throughout the auto show industry, announced the results from surveys of auto show attendees across the country. Commissioned by the AEA and fielded across the 2024-2025 auto show season, the survey gathered insights from nearly 20,000 attendees at 27 AEA member shows. According to AEA, the data confirms what many in the industry have long known, which is that auto shows continue to lead the charge when it comes to selling vehicles.

Here are some highlights from the survey by AEA:

• A total of 78% of attendees say the auto show influenced their purchase decision, with 80% of those looking to buy within three months reporting it was a key factor in their choice.
• Additionally, 25% of all respondents say auto shows have more influence on their decisions than any other medium.
• Half of attendees (50%) altered their consideration list after attending an auto show.
• An overwhelming 90% of attendees said they hoped to see a brand that wasn’t present, making a brand’s absence a missed opportunity to capture in-market buyers.

“Auto shows are one of the most powerful tools in the car-buying journey, giving consumers the hands-on experience they need to make confident, informed decisions, something digital marketing alone simply can’t deliver,” said AEA chairman Kevin Mazzucola. “With 80% of near-term buyers saying the show influenced their purchase, the data makes it clear that auto shows don’t just showcase vehicles, they drive real consumer action.”

Consumer insights were captured by P+ Insights throughout the auto show season beginning in September 2024. The survey reveals key insights into consumer behavior and the influence of auto shows. Below are some other highlights pointed out by AEA in the survey.

Comparison Shopping

While spending nearly three hours at a show, attendees engage with more than 10 vehicles across 9 different brands, making auto shows an opportunity for hands-on exploration. That three-hour window is a key indicator of consumer engagement, especially for those actively shopping for their next vehicle and comparing options in one place. As a result, auto shows directly shape purchase consideration: 36% of attendees add new brands to their consideration list after the show, while 14% remove brands that are absent.

Local Dealership Impact

With attendees actively in the market to buy a vehicle, these events attract shoppers ready to make decisions. Dealerships see noticeable sales spikes following shows that feature their brands, and foot traffic gets a clear boost—35% of attendees say they plan to visit a dealership after the show, jumping to 46% among those intending to buy within the next three months.

Evolving Auto Industry

As the automotive industry continues to evolve and buyers seek increasingly immersive experiences, the AEA says the new data affirms that auto shows remain a critical part of the consumer decision-making journey by delivering brand discovery, engagement and conversion at scale. To view the entire AEA report, click here.