Car Shoppers Have Spoken: New Data Confirms the Power of Auto Shows With 78% of Attendees Saying They Influence Purchase Decisions

Consumer Survey Results from the Automotive Experience Alliance Validate Auto Shows’ Impact on Consumer Engagement and Buying Behavior

The Automotive Experience Alliance (AEA), a coalition of auto shows with a common interest in driving innovation and standardization throughout the auto show industry, today announces compelling results from surveys of auto show attendees across the country that reinforces the invaluable role of auto shows in today’s car buying journey.

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. 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:

• A striking 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 decision than any other medium.
• Half of attendees (50%) altered their consideration list after attending an auto show.
• Perhaps most telling, 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. A selection of standout findings is highlighted below. To view more specifics on the survey findings, please click here.

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 unmatched opportunity for hands-on exploration. That three-hour window is a key indicator of consumer engagement and dwell time, especially for those actively shopping for their next vehicle and comparing options in one place. This immersive experience allows consumers to compare models, explore new technology, and genuinely envision themselves behind the wheel. 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.

Ride-and-drive experiences further amplify the impact. Thirty percent of all attendees say they are more likely to purchase a vehicle they test drive or ride at the show, and 61% of those experiences directly influence buying decisions, whether by introducing a new vehicle, reinforcing a planned purchase, or making buyers more confident in their choices. For car manufacturers, this represents a powerful opportunity to connect with motivated consumers and influence car shoppers in a meaningful way.

Local Dealership Impact

With attendees actively in the market to buy a vehicle, these events attract serious 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’s 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.

AEA membership is open to all auto shows. To date, 28 auto shows have joined the alliance, including: Arizona International Auto Show, Atlanta International Auto Show, Austin Auto Show, Buffalo Auto Show, Chicago Auto Show, Cleveland Auto Show, Colorado Auto Show, Columbus Auto Show, Greater Charlotte Auto Show, Hampton Roads International Auto Show, Houston Auto Show, Kansas City Auto Show, Milwaukee International Auto Show, North Carolina Auto Expo, North Texas Auto Expo, Oregon International Auto Show, Pennsylvania Auto Show, Philadelphia Auto Show, San Antonio Auto Show, Seattle International Auto Show, San Diego International Auto Show, Silicon Valley Auto Show, St. Louis Auto Show, The OKC Auto Show, Toledo Auto Show, Twin Cities Auto Show, Utah International Auto Expo and Washington D.C. Auto Show.

For more information on the AEA, visit AutomotiveExperienceAlliance.org, and follow the AEA on Facebook, Instagram, and LinkedIn.

About Automotive Experience Alliance

The Automotive Experience Alliance is a coalition of auto shows that fosters success in the automotive industry by defining and adopting a standard set of processes, practices, methodologies, metrics and messaging that drive more value for the entire automotive ecosystem including consumers, manufacturers, dealers, suppliers, sponsors and show producers. For more information, please visit AutomotiveExperienceAlliance.org.

About the Auto Show Insights Initiative

The Auto Show Insights Initiative is a research study executed by Productions Plus Insights in partnership with AEA. The purpose of the initiative is to tell the story of auto shows through a consistent set of unified data encompassing shows across the country. All 28 AEA member auto shows are engaged in the research, which was conducted online and onsite during the 2024-2025 auto show season. A significant 18,654 show attendees have participated to date, and the results can be found here.

View source version on businesswire.com: https://www.businesswire.com/news/home/20250410552030/en/