Recent data released by the Clarify Group reveals that Canadian auto shows continue to play an important role in the new car buying journey for consumers — even as OEMs shift marketing strategies and tighten their budgets.
The automotive research firm surveyed nearly 11,000 attendees across Canada’s three largest auto shows for its Clarify Visitor Experience Survey: the Canadian International AutoShow in Toronto, the Montréal International Auto Show, and Vancouver’s auto event now known as the Elevate Auto Show. The findings highlight how auto shows remain powerful tools for OEMs to “engage, educate, and convert Canadian car buyers.”
“Auto shows continue to play a vital role in the car-buying journey,” said Jason Campbell, General Manager of the Canadian International AutoShow, in a statement. “This visitor survey data confirms that we help Canadians make more confident, informed purchasing decisions.”
Data from the survey shows 39 per cent of consumers come to the AutoShow (in Toronto) to decide on their next new vehicle, while 65 per cent attend the event and intend to buy or lease a new vehicle within 24 months, and 37 per cent of attendees will do so within the next 12 months. The Montreal and Vancouver auto shows enjoyed similar results.
“These results challenge the outdated notion that consumers have lost interest in in-person automotive experiences,” said Darren Slind, Co-founder and President of Clarify, in a statement.
Furthermore, 86 per cent of attendees at the Toronto event agree the auto show was helpful in supporting their car buying decision. Exhibiting brands across all three auto shows enjoy “2.3 times the consideration uplift compared to the average of all brands,” according to the Clarify Group, while non-exhibiting brands experience a consideration decline of 2.6 times the average.
