Over the last eight months, I have led a strategic planning project as chairwoman of the Auto Shows of North America (ASNA) committee with the primary objective of attracting manufacturers back to auto shows. As the project comes to a close, I am excited to enter the next phase of execution. One of the first initiatives of shows working together to showcase efficacy to OEMs was teaming up on a research initiative with the same third-party (Productions Plus) and common question to poll auto show attendees across the country.

The study involved 10 auto shows all in different regions with aggregate data representing nearly 1 million auto show attendees. This collaboration is a first step in the right direction of providing manufacturers with the metrics and data they’ve been seeking for a long time from shows.

The report elaborates further on the new insights to showcase the undeniable marketing impact that auto shows have on consumers.

The recently completed research initiative conducted by Productions Plus, which involved 14,908 auto show attendees located throughout the U.S., provides vital insights into the consumer vehicle research process and the indispensable role that in-person marketing and educational experiences, like auto shows, provide.

The data, collected from consumers at 10 different auto shows nationwide, represents 920,316 auto show attendees in regions quantifying 1.6 million new retail light vehicle registrations, per Experian Automotive data. Highlights include:

9.2 Million Consumer Hands-on Vehicle Experiences

• Consumers average 2.8 hours on the show floor, visit 8.6 OEM exhibits and sit in/experience 10.1 vehicles during their auto show visit. These figures equate to 2.5 million hours spent on the show floor, 7.9 million display visits and 9.2 million vehicles experienced firsthand.
• 74% of all attendees (681,034) come to learn about vehicle technologies and see the latest vehicle offerings.
• 42% of all attendees (386,532) indicate they are more likely to purchase a vehicle they test drive or ride in onsite.
• 64% of all attendees nationwide (589,000) are between the ages of 22-55.
• 94% of all attendees (865,097) were hoping to see a brand that was not onsite.

Auto Shows Attract and Influence In‑Market Consumers

• 43% of all attendees (395,736) report they are in the market to purchase a vehicle within the next 12 months.
• 76% of in-market attendees report a brand’s absence from an auto show impacts their purchase likelihood.
• 37% of in-market attendees added a brand to their consideration list as a result of their auto show experience.
• 69% of in-market attendees report the auto show was helpful in their purchase decision.

This national study validates what the auto show community has known for some time, which is that auto shows play a crucial role in shaping future purchase decisions. Even in today’s digital world, there is no better place to showcase the latest product in front of qualified buyers than an auto show. Moreover, as the auto industry continues to shift to EVs and other alternative fuel options, auto shows serve as vital educational platforms for widespread adoption of these new technologies.

While this exercise with Productions Plus was a valuable one, as it was the first time in history that 10 unique auto shows collaborated on a streamlined data collection initiative, it foreshadows what’s to come regarding shows working together into the future to provide manufacturers exactly what they’ve been after for a long time.

As auto shows, as well as manufacturers, strive to educate the masses about alternative fuel options and more, research such as this is of incredible value. The research found that prior to attending an auto show, one-third of attendees admitted to knowing nothing about driving, charging or maintaining an EV. By the end of their auto show visit, one-third of these attendees reported they had gained valuable insights into electrified vehicles.

The data for this research was collected during the 2023-2024 auto show season as part of the Auto Show Insights Initiative executed by the Insights division of Productions Plus. Ten auto shows participated in the initiative: Chicago, Cleveland, Denver, Milwaukee, Orange County, Oregon (Portland), Philadelphia, Seattle, Utah (Salt Lake City) and Washington, D.C.

“Productions Plus has staffed auto shows around the country for over 40 years,” said Hedy Popson, CEO of Productions Plus. “We know and understand the value of connecting people and brands and experience these key interactions at every auto show. It’s evident that auto shows are the place where lower-funnel decision makers go to comfortably research their vehicle options.” Chief Research Officer Amy Emmatty added, “All data that we collected from attendees onsite and post-show supports this and demonstrates the incredible impact these events have on both consumers and industry trends, proving auto shows really are the most influential factor affecting new vehicle purchase decisions — surpassing digital, TV and other forms of media.”