The Critical Role Auto Shows Play For Manufacturers And Dealers
In a time where digital marketing dominates, auto shows remain a cornerstone for manufacturers and dealerships, offering unparalleled opportunities to engage with potential buyers, showcase innovations, and solidify brand presence.
Here’s reasons why you should not overlook the importance of auto shows:
Direct Access to Serious Buyers
Auto shows attract a highly concentrated audience of automotive enthusiasts and in-market buyers. At the 2024 Washington, D.C. Auto Show, over 70% of attendees intended to purchase a new vehicle within the next 12 months. This group of customers provides participating brands with a prime opportunity to influence purchasing decisions directly, in real time.
Maximized Return on Investment
Manufacturers have reported a significant influx of “true” shoppers at recent auto shows, alongside an increase in lead expectations. With attendance at the D.C. Auto Show growing by 107% year-over-year in recent years, the return on investment for participating brands is undeniable.
Enhanced Brand Perception
Participating in auto shows significantly boosts a brand’s image. A recent Productions Plus study found that 37% of attendees added a brand to their consideration list after experiencing it at an auto show, with this number rising if test drives or ride-and-drive events were available. Additionally, 76% of attendees noted that a brand’s absence from an auto show affects their likelihood of purchasing.
Significant Media Exposure
Auto shows have continued to be media magnets, drawing extensive coverage from both traditional and digital outlets. The 2024 D.C. Auto Show attracted over 350 media members, resulting in more than 1,840 editorial mentions. This coverage generates buzz that extends far beyond the event, amplifying the impact of each participating manufacturer’s presence.
Engagement with Affluent Markets
Auto shows offer access to affluent buyers, with 37% of 2024 D.C. Auto Show attendees reporting household incomes of over $150,000. Washington, D.C., one of the most affluent markets in the country, provides manufacturers with the opportunity to connect with consumers who have the purchasing power to invest in high-end vehicles.
Auto Shows Sell Cars
Ultimately, auto shows translate into sales. Auto show ticket sales continue to increase, indicating strong consumer interest in seeing and experiencing vehicles in person. For manufacturers and dealers, there’s no better testament to the continued relevance of auto shows than this consumer demand.
In conclusion, auto shows remain a critical element of the automotive industry’s marketing and sales strategy. They provide an unmatched platform for connecting with serious buyers, generating media attention, and enhancing brand prestige. For manufacturers, the investment in auto shows is not just worthwhile—it’s essential.
Top Five Reasons To Be In The 2025 Show
- Buyers Are Here – Over 50,000 show attendees are actively shopping for a new vehicle and plan to purchase one within the next year, with over 10,000 of those indicating their intent to purchase within 3 months.
- Ride & Drives – 13,500 rides or drives were taken over the 10-day course of the 2024 show, which equates to 1 in 10 attendees.
- Local & National Coverage – The DC Auto Show attracted over 350 media members, generating 45 televised appearances and garnering more than 1,840 editorial mentions, while also drawing in over 300,000 visitors to the website.
- We Shape Legislation – Lawmakers shaping the automotive industry, including US Senators, Auto Caucus members and senior Biden Administration officials like Energy Secretary Jennifer Granholm and White House Climate Advisor Ali Zaidi are frequent visitors to the DC Auto Show.
- Affluent Customers = Qualified Car Shoppers – 33% of 2024 show attendees have a household income of $150,000 or more and 11% have a household income of $200,000 or more.