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In-person auto shows still move metal—even in a digital age
Digital retail is ramping up—but physical shows are still doing what screens can’t: changing minds and moving people down the funnel. (3 min. read)
Ash Savage
April 11, 2025
2024 New York Auto Show
In-person auto shows are doing more than dazzling—they’re closing gaps and winning over buyers for the OEMs that show up, per a new survey by the Automotive Experience Alliance (AEA).
The findings: Nearly 20,000 attendees were surveyed across 27 AEA-member shows in the 2024–2025 auto show season.
78% said the show influenced their buying decision—a figure that climbs to 80% among attendees looking to buy within three months.
25% of respondents said their show experience influenced their vehicle decision more than digital ads, reviews, and social media.
And 50% of attendees altered their consideration list post-show.
The kicker—90% of attendees wanted to see a brand that wasn’t on the floor, revealing a prime opening for OEMs to sway conflicted shoppers, per AEA.
What they’re saying: “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,” AEA Chairman Kevin Mazzucola said.
Between the lines: Digital retail is ramping up—but physical shows are still doing what screens can’t: changing minds and moving people down the funnel.
Case in point: This month’s New York Auto Show (April 18) will feature 28 automakers—with brands like Kia, Hyundai, and Subaru rolling out fresh new looks.
Hyundai’s new Palisade and Kia’s EV4 are making their North American debuts.
Subaru’s next-gen Outback is rumored to turn a few heads.
No big reveals yet from Toyota or Volkswagen—but their media-day presence alone suggests they know what’s at stake…
In Mazzucola’s words: “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.”
OEMs should also note 35% of respondents planned to visit a dealership post-show and 46% aimed to buy within three months—making it a win for dealers too.
Bottom line: These shows aren’t just about awareness—they’re a conversion lever offering the kind of hands-on context buyers crave.
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