by Key Research Findings
The State of Auto Shows Today
Auto shows have lost a significant share of their sparkle, glamour, and excitement due to consumers shifting online. This has led to weak attendance: in 2025, the Detroit Auto Show was attended by only 275,000 people, significantly less compared to 774,179 in 2019.
Relevance for Buyers
However, a new study commissioned by the New York, Los Angeles, and Canadian auto shows showed that they still matter for new car buyers. The study, conducted by Clarify Group, found that 40% of auto show visitors intend to purchase or lease a new car within the next 12 months.
Visitor Profile
Furthermore, auto show visitors are 2.9 times more likely than the average consumer to buy or lease a new car within a year. In the long term, 68% of visitors plan to purchase a new car within two years.
Despite this, only 37% of people attend auto shows with the goal of gathering information for a future purchase or lease. This is surprising, given that auto shows provide an excellent opportunity to familiarize oneself with various models simultaneously. However, 84% of visitors noted that attending helped them make a purchase decision.
Impact on the Purchase Process
Among visitors planning to purchase a car within 12 months, 58% searched for additional information online after attending the event, 55% visited dealerships, and 39% scheduled a test drive. As a result, 28% of visitors purchased a new car.
Absence of Brands and Its Consequences
The primary motivation for attending auto shows is the opportunity to see new models and brands – noted by 80% of visitors. However, this is becoming increasingly difficult due to reduced manufacturer participation in such events. The study showed that the absence of brands affects consumers: 23% of visitors indicated they are inclined to consider another brand, and 20% are less likely to consider a brand that was not represented at the show.
The Role of the Younger Generation
The study also points to a potential generational shift: Generation Z representatives are 1.5 times more likely to recommend auto shows to friends and family. However, a significantly larger number of such visitors will be needed to change the trends.
Auto shows continue to play an important role in the car buying process, as the data confirms that we help consumers make more confident and informed decisions.
These results refute the outdated notion that consumers have lost interest in the personal automotive experience.
Context and Perspectives
The 40% figure initially seems positive, but considering the drop in attendance, the overall picture changes significantly. For example, 40% of visitors in 2019 would have been 309,672 people, whereas in 2025 this number shrank to approximately 110,000. The difference of almost 200,000 people indicates that the auto industry needs new approaches to attract audiences, especially among the youth, who show potential for reviving interest in such events.
