On the Dash:
- Forty percent of auto show attendees plan to buy or lease a vehicle within the next year, nearly triple the average consumer rate.
- Missing automaker brands reduce consumer interest, while shows with full participation see stronger brand engagement.
- Gen Z visitors are the most likely demographic to recommend attending auto shows, signaling potential for renewed growth.
Auto shows may no longer draw the massive crowds they once did, but new research suggests they still play a critical role in shaping vehicle purchases. A study commissioned by the New York, Los Angeles, and Canadian International Auto Shows found that 40% of attendees plan to purchase or lease a new vehicle within the next 12 months. Conducted by the Clarify Group, the findings highlight that auto show visitors are nearly three times more likely than the average consumer to buy or lease a car within a year.
Auto show attendance has declined sharply in recent years. The 2025 Detroit Auto Show drew just 275,000 visitors, down from more than 774,000 in 2019. Despite the smaller crowds, 84% of attendees said visiting a show helped them make a more informed purchase decision. Of those intending to buy within a year, 58% went online afterward to research specific models, 55% visited dealerships, and nearly 30% completed a purchase.
The research also revealed how missing automaker participation affects consumer sentiment. Eight out of 10 visitors said they attend shows to see new models and brands, but many noted that the absence of manufacturers influenced their decisions. Roughly 23% of visitors said they were more likely to consider a different brand after attending a show where some automakers were missing, while 20% said they were less likely to consider those absent brands.
Dealers have increasingly stepped in to fill display gaps, though participation varies by event. The findings suggest that manufacturer visibility still has a significant impact on brand perception and consideration among shoppers.
Generational trends could offer hope for the future of auto shows. Gen Z visitors were 1.5 times more likely than average to recommend attending an auto show to friends or family. While attendance overall remains far below pre-pandemic levels, younger consumer enthusiasm could help revitalize interest in these long-standing events.
