Page 26 - Summer 2025

AEA member auto shows report that local dealers see increases in foot traffic and sales in the
months during and right after the local auto show. That’s no coincidence.

OEMs That Understand the Assignment

Toyota is a prime example of a brand realigning with this lower-funnel reality. Instead
of showing fully loaded, $45,000-plus vehicles that may impress media outlets but price
out the average buyer, Toyota now coordinates with local dealers to feature realistic, regionally
available trim levels for models that consumers will actually find on lots.
26 They also offer exclusive incentives timed with the auto show to drive immediate action. It’s not

glamorous, but it’s highly effective. And Toyota isn’t alone. More OEMs and LMAs are beginning
to see the value in this approach: meet consumers where they are, with the product they want,
at the time they’re ready to buy.

Shifting Gears to a Lower-Funnel Opportunity

A 2023 study by The Ev&Ex Agency, a global experiential marketing firm, found that there
are typically 16 steps that consumers take from the start of their car buying journey to final
purchase, ranging from online research and dealership visits to test drives and
price comparisons. Despite this well-defined and consistent purchase funnel,
auto shows are underutilized: while 14 of these actions can occur
at an auto show, only three or four typically do.

This presents a significant opportunity for OEMs and dealer groups
to rethink their approach. Where else can you put your product
in front of shoppers who voluntarily dedicate a specific day to
researching their next car, comparing options and discussing them
with the person they’ll share a driveway with? And pay to do it?

This isn’t top-of-funnel brand awareness, it’s mid- to lower-funnel
action.

In just three hours, the average attendee engages with more than 10 vehicles across nine
brands. They’re not just browsing; they’re comparing, asking questions, sitting in vehicles and
test driving – critical interactions that shape buying decisions. These are meaningful, memory-
making interactions with real impact on purchase decisions.

Consider this: 50% of attendees revise their consideration list after attending a show. Of those,
36% add new brands, while 14% remove brands that weren’t present. Simply put, showing up
matters. When a brand is missing, it risks disappearing from the buyer’s journey entirely.

Continue on page 22.

www.maada.com