Study Supported by Auto Shows Reveals That Auto Shows Still Hold Significance | Carscoops

      Despite declining attendance, new research indicates that auto shows remain significant in influencing car buying decisions.

      Many attendees are looking to buy or lease a new vehicle within a year.

      Most participants anticipate purchasing a new car within the next two years.

      Younger attendees are more inclined to recommend auto shows to their family and friends.

      Auto shows have lost their appeal and excitement as consumers increasingly turn to the internet, leading to diminished attendance; for instance, the 2025 Detroit Auto Show attracted only 275,000 visitors, a sharp decline from 774,179 in 2019.

      Nevertheless, a recent study commissioned by the New York, Los Angeles, and Canadian International Auto Shows reveals that auto shows are still relevant for new car buyers. Conducted by the Clarify Group, the research found that 40% of auto show visitors plan to purchase or lease a new vehicle within 12 months.

      Who’s Still Attending?

      Moreover, attendees are 2.9 times more likely than the average consumer to make a purchase or lease a vehicle within a year. Looking ahead, 68% of those who attended auto shows are interested in buying a new vehicle within the next two years.

      More: Attendance at the Detroit Auto Show Dips as Its Glory Days Fade

      In contrast, only 37% of attendees visit auto shows with the goal of informing their purchase or lease decisions. This is somewhat unexpected since auto shows provide a valuable opportunity to view several vehicles in succession.

      While most individuals don't specifically attend shows for research, 84% of visitors noted that attending helped them make a purchasing decision.

      For those attending a show and intending to buy within 12 months, 58% went online afterward to gather more information about a specific vehicle. Additionally, 55% visited a dealership, and 39% arranged for a test drive, with a promising 28% ultimately purchasing a new vehicle.

      Missing Brands, Missing Buyers

      What attracts people to auto shows? Approximately 80% of visitors want to see new models and brands. This is not surprising, but it has become increasingly challenging as manufacturers reduce their presence and withdraw from some shows entirely. Dealers have been stepping in to fill the gap, although this can vary in effectiveness.

      In a message that could resonate with automakers, the study revealed that the absence of certain brands affects consumer behavior. Specifically, 23% of visitors indicated they might consider a different brand because of absences, while 20% mentioned they were less inclined to consider brands not present at the show.

      Can Gen Z Revive Interest?

      The study also suggests a potential generational shift. Gen Z attendees were 1.5 times more likely than the average visitor to recommend auto shows to others. However, they will need significant support to help reverse current trends.

      Los Angeles Auto Show President Terri Toennies remarked that “auto shows continue to play a vital role in the car-buying journey,” and emphasized that “the data confirms that we assist consumers in making more confident, informed purchase decisions.”

      Clarify President Darren Slind echoed these sentiments, asserting that “these results challenge the outdated belief that consumers have lost interest in in-person automotive experiences.”

      Still, it's important to consider context. While 40% may appear encouraging initially, the declining attendance figures significantly alter the perspective, as this reflects a much smaller pool of individuals.

      For instance, in 2019, 40% of the attendance figures would represent 309,672 individuals, while 40% of this year's numbers would amount to roughly 110,000—a difference of nearly 200,000 attendees.