Page 25 - Summer 2025

A Misunderstood Moment in Time

The misconception began in the pre-COVID era. Auto shows across
the globe, from Frankfurt to Tokyo, grew into media-centric spectacles,
driven by global mergers, aggressive brand expansion and massive
product reveals. U.S. auto shows followed suit, especially in major
cities like Detroit, New York and Los Angeles. Suddenly, the auto
show floor wasn’t just a place to compare SUVs; it was a high-stakes
PR stage.

This media-driven strategy, and the budgets that went along with it, shifted the focus of auto 25
shows toward the upper funnel. What better way to announce a global merger or launch a new
vehicle than by producing a spectacle for the 5,000-plus press representatives who attended
these events?

The strategy worked for a while.

Bigger media budgets meant bigger displays. Smaller regional shows benefited too, as OEMs
poured resources into nationwide exhibits and the entire market refocused on awareness and
brand image. Then came the cracks: Luxury brands began seeking more exclusive experiences,
and COVID brought everything to a halt.

Auto shows were left in limbo, no longer flush with media cash and confused about their place
in the marketing mix. But in that moment of uncertainty, the industry lost sight of a basic truth:
Auto shows were never primarily an awareness play. They were always best at what digital can’t
replicate – real-time, in-person, tactile decision-making.

Where Auto Shows Truly Excel: Mid- to Lower Funnel

Auto shows aren’t meant to compete with splashy Super Bowl ads, exclusive invite-
only events or influencer campaigns. They’re the place where purchase decisions
happen. Consumers don’t attend to be entertained; they go to shop. Of course, a little
entertainment doesn’t hurt the shopping experience, but it can’t be the main reason
consumers attend.

Most visitors (64%) to an auto show are seriously considering a vehicle purchase within
the next 24 months. They pay to attend. They bring their spouse or family, the people
who will influence or make the decision with them. On average, they spend 2.9 hours
comparing vehicles, sitting inside them, asking questions and often taking test drives.
Very few other marketing channels can replicate that level of engagement.

More than half (61%) of auto show attendees, who test drove a car at an auto show, report the
live drive experience influenced their purchase decision, a critical step in the journey that digital
research alone can’t replace. The auto show is one of the only platforms that can compress the
entire mid- and lower funnel into one immersive, friction-free experience.

On The Move 2023