The POWER of PRESENCE For years, industry observers have debated whether auto shows remain relevant in an increasingly digital world. Consumers can research vehicles online, compare features on manufacturer websites and watch countless reviews before ever stepping onto a dealership lot. Yet the results from the 2026 San Diego International Auto Show tell a different story. Consumers still want to see vehicles in person. They want to compare competing models side by side. They want to ask questions, experience new technologies and, increasingly, get behind the wheel before making a purchase decision. More importantly for dealers, those experiences continue to influence what consumers ultimately buy. The show’s impact extends even further, as net proceeds from the show provide most of the funding that supports the New Car Dealers Association’s advocacy, education and member services throughout the year. Post-show research revealed that 77% of attendees said the San Diego International Auto Show influenced their vehicle purchase decisions. Nearly 30% added brands to their consideration list after attending. Conversely, 18% removed brands from consideration because they were not represented at the show. Those numbers should command the attention of every dealer. The implication is simple: Consumers cannot buy vehicles they are not considering, and they are less likely to consider vehicles they never have the opportunity to experience. Highlights included more than a dozen debuts and new releases, the world debut of the Ram TRX, 34 EV models from 16 brands, 11 participating ride-and-drive brands and a 15% increase in daily attendance. Throughout the show, shoppers compared vehicles side by side, measured cargo areas, Car buyers still want to see vehicles in person, compare models side by side and ask questions. Seventy-seven percent of San Diego Auto Show attendees said the show influenced their vehicle purchase decisions. How the San Diego International Auto Show Accelerates the Vehicle Purchase Journey NCDA.COM 7
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