#USA #Los Angeles #consumer behavior #Clarify Group #Auto Shows

New Research Highlights the Impact of Major North American Auto Shows on Consumer Vehicle Purchases

In an age where digital platforms dominate marketing strategies, recent findings by Clarify Group shed light on how essential in-person auto shows remain for shaping consumer behavior in vehicle purchases. The research underscores the importance of the Los Angeles Auto Show, the Canadian International AutoShow, and the New York International Auto Show as crucial venues for connecting car manufacturers with potential customers.

The findings are based on feedback from nearly 9,000 visitors and reveal that auto shows continue to drive sales and influence buying habits. As the 2026 auto show season approaches, starting with the Los Angeles event on November 21, followed by Toronto and New York in early 2026, manufacturers and marketers are urged to recognize the vital role these exhibitions play.

Key Insights from the Research

Notably, the study found that:

• - 40% of auto show guests are planning to buy or lease a vehicle in the next year.
• - Visitors are 2.9 times more likely to consider a vehicle purchase in the coming year compared to the average consumer.
• - A significant 68% of attendees expressed intent to buy within two years.
• - Members of Generation Z are particularly enthusiastic, being 1.5 times more likely to recommend the event to others — countering the stereotype that younger consumers prefer solely digital interactions.

These insights not only highlight consumer trends but also serve as critical data for manufacturers about where to direct their marketing efforts.

Reasons for Attending Auto Shows

The compelling reasons behind attending auto shows include:

• - 80% of visitors attend to explore new models and brands.
• - 37% come to assist them in making a vehicle purchase decision.
• - 21% are interested in electric vehicles.

An overwhelming 84% reported the shows were beneficial in informing their next vehicle decision.

Effect on Consumer Actions

Following their attendance, participants exhibited behaviors that are crucial for manufacturers.

• - 58% researched specific models online!
• - 55% visited dealerships for inquiries.
• - 39% scheduled test drives.
• - 28% either bought or placed orders for vehicles.

Interestingly, attendees indicated that the absence of certain brands at the shows could affect their purchasing decisions:

• - 23% were likely to consider alternative brands.
• - 20% were less inclined to think about brands that didn't participate.

Perspectives from Industry Leaders

Jason Campbell, general manager of the Canadian International AutoShow, emphasized the importance of this research for understanding visitors' needs to maximize investment for exhibitors. According to Mark Schienberg, president of the Greater New York Automobile Dealers Association, half of those in the market end up evaluating at least one new brand solely due to their presence at auto shows.

Terri Toennies, president of the Los Angeles Auto Show, affirmed that the data underscores the significance of auto shows in enhancing consumer confidence in their purchasing decisions. Darren Slind, co-founder and president of Clarify, emphasized that these findings discredit the notion that consumers no longer value in-person experiences in automotive buying processes.

Conclusion

Ultimately, this research presents clear evidence that major North American auto shows play a crucial role in the car buying journey. They not only enhance brand engagement but also significantly shape consumer decisions in an era where digital channels are prevalent.

For manufacturers aiming for growth and consumer connection, ensuring a presence at these auto shows is more than advisable; it's essential. Their impact on consumer behavior is substantial and continues to thrive even in a rapidly digitalizing world.