Auto shows are converting shoppers into buyers, new AEA survey finds

By AI, Created 9:50 AM UTC, May 20, 2026, /AGP/ – A new Automotive Experience Alliance survey of 6,156 attendees across 16 U.S. markets says auto shows are influencing purchase decisions and switching brand loyalty. The follow-up study found 63% of post-show buyers changed brands and 84% said the show affected their decision.

Why it matters: - Auto shows are doing more than driving awareness. The Automotive Experience Alliance says they are helping convert shoppers, shape final purchase decisions, and pull buyers away from competing brands. - The findings suggest auto shows remain a high-value marketing channel for automakers looking for conquest sales.

What happened: - The Automotive Experience Alliance released results from a follow-up consumer survey tied to the 2024-2025 auto show season. - Productions Plus Insights conducted the study with 6,156 attendees across 16 U.S. markets. - Participants were surveyed online 6-9 months after attending an auto show. - The survey covered attendees from Charlotte, San Antonio, Houston, Seattle, Arizona, St. Louis, Washington, D.C., Toledo, San Diego, Utah, Chicago, Pennsylvania, Colorado, Oregon and Philadelphia.

The details: - Among attendees surveyed after the show, 38% had already purchased a vehicle. - Another 24% said they planned to buy within six months. - Of the 42% who entered the show with purchase intent, more than 90% followed through. - Among buyers, 84% said the auto show influenced their purchase decision. - That figure rose to 91% among attendees still actively in-market. - The top reasons cited were reinforcing a vehicle choice at 48%, comparison shopping in one place at 46%, and hands-on experience with a specific make or model at 36%. - Among those who bought after attending, 63% switched brands. - Just 34% stayed loyal to their previous make. - Live drive activations also carried weight. 73% of all participants said live drive experiences helped inform their purchase decision. - That share climbed to 86% among active intenders. - Jennifer Morand, AEA chairman, said auto shows give consumers access to many vehicles in one visit and can drive brand switching. - Morand also said the in-vehicle experience has become a purchase accelerator for the industry.

Between the lines: - The survey points to a stronger role for auto shows in the sales funnel than many marketers may assume. - The brand-switching rate is especially notable because it suggests these events can weaken loyalty at the point when buyers are closest to a decision. - The data also implies that hands-on experience still matters in an increasingly digital car-shopping process.

What’s next: - AEA directed readers to its website for more information and said the full survey findings are available in the Auto Show Insights Follow Up Survey 2024-2025. - The organization also promotes the initiative through its social channels on Facebook, Instagram and LinkedIn. - AEA said the research is part of its broader effort to standardize processes, practices, methodologies, metrics and messaging across the auto show ecosystem.

The bottom line: - Auto shows are emerging as a measurable conquest tool, not just an awareness event.