The Automotive Experience Alliance (AEA), a coalition of auto shows with a common interest in driving innovation and standardization throughout the auto show industry, on April 10 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.

With attendees actively in the market to buy a vehicle, these events attract serious shoppers ready to make decisions. Local 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.

The data also 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.

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.