New research highlights that major North American auto shows play a key role in the new vehicle buying journey for consumers and that attending these events has a measurable impact on their buying decisions, according to Clarify.
The Toronto, Ontario-based automotive advisory firm conducts research on behalf of the three largest auto shows in North America: the Los Angeles Auto Show, the Canadian International AutoShow (Toronto) and the New York International Auto Show. They said people who attend auto shows in the United States and Canada are 2.9 times more likely than the average consumer to buy or lease a new vehicle within the next year.
“We have partnered with Clarify for the last three years. We consider this consumer research mission-critical for understanding our visitors and ensuring the best return on investment for our exhibitors each year,” said Jason Campbell, general manager of the Canadian International AutoShow, in a statement.
Clarify only recently released some of the findings from the most recent studies conducted across the three shows, which is based on nearly 9,000 visitors. Their data shows Gen Zs are the most enthusiastic among generational groups and are 1.5 times more likely than average to recommend the auto show to friends and family.
Beyond age groups, 37 per cent of consumers attend an auto show to help them decide which vehicle they would like to buy or lease. Forty per cent of show visitors plan to buy or lease a new vehicle within the next 12 months.
After the show, 58 per cent of respondents who planned on acquiring a new vehicle within the next 12 months went online to learn more about a model. Fifty-five per cent visited a dealership to inquire about a vehicle, and 39 per cent arranged a test drive. Twenty-eight per cent actually bought or placed an order for a new vehicle.
Darren Slind, co-founder and president of Clarify, said in a statement that these results “challenge the outdated notion that consumers have lost interest in in-person automotive experiences.”
