Page 28 - Summer 2025
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Auto Shows and the Bigger Marketing Picture
Auto shows aren’t just about media impressions, and they don’t have to be. They remain a
powerful tool within a broader, integrated strategy. The key is not to abandon them, but to reframe
their role. Think of it this way:
Want to build excitement around a new model? Launch with a media campaign or digital-first
reveal.
Want to turn that excitement into action? Meet your buyers on the auto show floor.
Auto shows and media campaigns aren’t competing efforts; they’re complementary. Buzz fuels
curiosity, but hands-on experience drives confidence and conversion. When both are aligned, the
results can be game-changing.
What’s Next?
COVID may have caused a temporary setback, but consumer interest in auto shows is rebounding.
Attendance is climbing year-over-year in many markets, and savvy OEMs and dealers are
rethinking how they show up. As the dust settles on the digital frenzy of the past few years, one
thing is clear: nothing beats being there in person.
The auto show isn’t dead, it’s just finally back where it belongs: at the mid- to lower-end of the
funnel, where decisions are made and cars are sold.
Kevin Mazzucola is chairman of the Automotive Experience Alliance, an industry association dedicated to
innovation and standardization in the auto show Industry.
www.maada.com
