The initiative sets out to tell the collective story of auto shows across the United States by gathering a unified set of data from every AEA-affiliated exhibition.
The goal: to create a comprehensive, standardized lens through which industry leaders, manufacturers, and event organizers can better understand their audiences and measure the value of in-person engagement in a shifting automotive landscape.
To date, a robust 18,654 auto show attendees have contributed their perspectives to the study, providing a rich and diverse dataset that sheds light on attendee motivations, behavior, and evolving expectations.
The findings—now available to the public—offer a data-driven foundation for shaping the future of automotive exhibitions, as the industry navigates changing consumer habits and emerging technologies.
Auto Shows Emerge as Key Battleground for Car Buyers, New Survey Finds
As the auto industry continues to navigate a time of rapid transformation—from electrification to evolving consumer preferences—auto shows are reaffirming their relevance in the buyer’s journey, according to new research from Productions Plus Insights and the Automotive Experience Alliance (AEA).
The findings, gathered over the course of the 2024–2025 auto show season beginning in September 2024, shed new light on the powerful influence these events have on consumer behavior, brand engagement, and ultimately, vehicle purchase decisions. More than 18,000 attendees from 28 auto shows across the country contributed to the study, offering an expansive view of how Americans interact with cars—and carmakers—in person.
Hands-On, Eyes Wide Open
The survey paints a picture of highly engaged consumers spending an average of nearly three hours at each show, during which time they explore more than 10 vehicles across nine different brands. This concentrated exposure, unmatched by digital platforms or traditional dealership visits, creates a rare window for immersive exploration. Shoppers climb into cars, test out new technologies, and evaluate features side-by-side—activities that shape, and often shift, their purchase intentions.
Indeed, the data confirms that these shows are not merely showcases—they are decision points. Thirty-six percent of attendees say they added new brands to their consideration set after the show, while 14 percent removed brands that failed to make an appearance. It’s a stark reminder that presence matters in an industry where loyalty is increasingly earned, not inherited.
Ride-and-Drive: A Tipping Point
One of the most influential aspects of today’s auto shows is the ride-and-drive experience, where consumers can get behind the wheel or ride along in a variety of vehicles. The impact is tangible: 30 percent of attendees say they are more likely to purchase a vehicle they drive or ride in at the show, while 61 percent report that the experience directly influences their buying decisions. For manufacturers, it’s a strategic opportunity to engage motivated buyers and convert curiosity into conviction.
From Convention Center to Showroom
The ripple effect extends far beyond the convention floor. With a significant portion of attendees actively shopping for a new vehicle, local dealerships are seeing the results. Thirty-five percent of attendees say they plan to visit a dealership following the show—a number that rises to 46 percent among those intending to purchase within the next three months. Dealers often report noticeable spikes in foot traffic and sales in the days and weeks after local shows.
Relevance in a Changing Industry
Even as the auto industry increasingly embraces digital tools and online shopping platforms, the data suggests that in-person experiences remain a vital part of the decision-making process. Auto shows are evolving, but their core value remains: giving consumers the chance to connect with vehicles, brands, and new technologies in a meaningful, hands-on way.
The AEA, a coalition now composed of 28 member shows including long-standing fixtures such as the Chicago Auto Show, San Diego International Auto Show, and Washington D.C. Auto Show, continues to champion this evolution. The alliance aims to elevate the role of auto shows by promoting standard practices, shared data insights, and collaborative strategies that benefit manufacturers, dealers, sponsors, and consumers alike.
For more information on the Auto Show Insights Initiative or to view the full findings, visit AutomotiveExperienceAlliance.org.
About the Automotive Experience Alliance
The Automotive Experience Alliance (AEA) is a national coalition of auto shows dedicated to enhancing the value of automotive events through unified processes, data, and messaging. The organization works to support the broader automotive ecosystem—including manufacturers, dealers, suppliers, and consumers—by creating consistent and impactful experiences that drive awareness, engagement, and sales.
About the Auto Show Insights Initiative
Launched in collaboration with Productions Plus Insights, the Auto Show Insights Initiative is a landmark research study designed to quantify the impact of auto shows across the U.S. Spanning all 28 AEA member events during the 2024–2025 season, the initiative draws on the responses of 18,654 show attendees and offers a data-driven narrative of how these shows influence consumer preferences and industry trends.