Auto Events Persist - They've Shifted to a Lower Position in the Sales Process
In the ever-evolving landscape of the automotive industry, auto shows have transformed from simple vehicle showcases to strategic touchpoints in the marketing funnel. These events provide a unique blend of immersive, experiential marketing that attracts, engages, and converts potential buyers.
Despite the rise of digital platforms, auto shows continue to hold significant value for Original Equipment Manufacturers (OEMs), Local Marketing Associations (LMAs), and dealers. They offer hands-on, sensory experiences that digital media cannot replicate, helping customers emotionally connect with vehicles.
Recent studies have shown that 64% of auto show visitors are seriously considering a vehicle purchase within the next 24 months [1]. Media campaigns and digital-first reveals can build excitement around a new model, but it's the auto show that can turn that excitement into action. In fact, more than half of attendees who test drove a car at an auto show report that the live drive experience influenced their purchase decision [3].
Auto shows serve as live engagement opportunities to showcase new models, technology, and brand stories, increasing awareness and interest early in the funnel. The average attendee engages with more than 10 vehicles across nine brands at an auto show, spending 2.9 hours comparing vehicles, sitting inside them, asking questions, and often taking test drives [5].
Moreover, auto shows enable direct, personalized interaction between brands, dealers, and consumers, building trust and motivating showroom visits. AEA member auto shows report increases in foot traffic and sales in the months during and right after the local auto show [3].
The auto show is one of the only platforms that can compress the entire mid- and lower funnel into one immersive, friction-free experience. Buzz fuels curiosity, but hands-on experience drives confidence and conversion.
COVID has temporarily set back the auto show scene, but savvy OEMs and dealers are rethinking how they show up at auto shows. Toyota, for instance, is realigning with the lower-funnel reality by coordinating with local dealers to feature realistic, regionally available trim levels for models that consumers will actually find on lots [5].
Auto shows remain a powerful tool within a broader, integrated marketing strategy. Consumer interest in auto shows is rebounding, with attendance climbing year-over-year in many markets [1]. As the industry continues to evolve, auto shows are returning to their roots and their greatest strength as a powerful, high-impact mid- to lower-funnel marketing platform.
[1] Auto Shows: Rebounding and Evolving in a Digital Era [3] The Impact of Auto Shows on Consumer Behaviour [5] Toyota's New Approach to Auto Shows
- Despite the growing influence of digital platforms, auto shows remain a valuable element in the finance sector for Original Equipment Manufacturers (OEMs), Local Marketing Associations (LMAs), and dealers, as they offer a unique opportunity for hands-on, sensory experiences that drive consumer action and shaping their purchasing decisions.
- In the ever-evolving automotive industry, auto shows play a significant role in the finance industry, serving as a powerful, high-impact mid- to lower-funnel marketing platform, with their friction-free immersive experiences leading consumers from interest to action, boosting foot traffic and sales for OEMs and dealers.
