Auto shows are moving luxury buyers, new survey finds

New survey data from the Automotive Experience Alliance says auto shows are shaping luxury car shopping and purchase decisions across the U.S. The findings suggest shows are still a major in-market touchpoint for luxury owners, intenders and dealers.

Why it matters: - Auto shows are still influencing high-intent luxury shoppers at scale, giving automakers and dealers a live venue to reach buyers who are actively comparing brands. - The findings suggest brand presence at an auto show can affect consideration lists, dealership traffic and post-show purchases.

What happened: - The Automotive Experience Alliance released survey results from the 2025-2026 auto show season. - The surveys covered more than 12,500 attendees across 18 AEA member shows. - A follow-up survey ran nine months after each show and included more than 6,000 attendees across 16 member shows. - The research focused on owners and intenders of luxury brands including Acura, Audi, BMW, Cadillac, Genesis, Infiniti, Lexus, Lincoln, Mercedes-Benz and Porsche. - Consumer insights were captured by P+ Insights beginning in September 2025.

The details: - More than 31% of all show attendees were luxury brand owners. - 54% of all attendees said they were considering a luxury vehicle purchase. - 84% of luxury vehicle owner attendees said the auto show influenced their purchase decision. - The same 84% said the show was a key factor in a post-show vehicle purchase. - More than 55% of luxury vehicle owners said they added or subtracted vehicles from their consideration list based on what they saw at the show. - 100% of luxury brand attendees said they hoped to see a brand that was not present, making absence a missed opportunity for in-market buyers. - Attendees spent nearly three hours at a show and engaged with more than 10 vehicles across nine brands. - 36% of attendees added new brands to their consideration list after the show. - 14% removed brands that were absent. - 35% of attendees said they plan to visit a dealership after the show. - That share rose to 46% among attendees who intend to buy within the next three months. - The AEA said dealerships see noticeable sales spikes after shows that feature their brands. - AEA member shows include events in Arizona, Austin, Chicago, Colorado, Charlotte, Houston, Kansas City, Milwaukee, Oregon, Pennsylvania, Philadelphia, San Antonio, Seattle, San Diego, St. Louis, Oklahoma City, Toledo, Utah and Washington, D.C. - The alliance defines itself as a coalition of auto shows that promotes standard processes, practices, methodologies, metrics and messaging across the automotive ecosystem. - More information is available at AutomotiveExperienceAlliance.org.

Between the lines: - The data challenges a common industry assumption that auto shows do not attract luxury shoppers. - The strongest signal in the survey is not just attendance, but conversion behavior after the show. - Missing a brand from the floor appears to carry measurable downside when shoppers are already in-market and comparing options. - Auto shows appear to remain relevant because they compress discovery, comparison and intent-building into one physical experience.

What's next: - The AEA is using the survey to reinforce the role of auto shows in luxury-car marketing and dealer traffic generation. - The alliance is positioning auto shows as a live channel for brand discovery as the auto industry shifts toward more immersive consumer experiences. - More detailed survey findings are available through the AEA's published materials.

The bottom line: - Luxury car shoppers are not just attending auto shows. The new data suggests the shows are changing what they buy, what they consider and whether they visit a dealership next.