evaluated technology and spoke directly with product specialists. From product launches and luxury showcases to EV experiences, test drives and enthusiast culture, the show accelerated the purchase journey while creating meaningful connections between consumers and brands. As one attendee explained, “The easiest way to get to know various brands and models is at the auto show. In a couple of hours, I can do what would take days.” DISCOVERY CREATES OPPORTUNITY One of the most compelling findings from this year’s research involved brand discovery. Attendees repeatedly reported adding brands and vehicles to their consideration sets after seeing them at the show. Others openly acknowledged eliminating brands that were not represented. And more than one in five attendees reported relying on the auto show for the majority of their vehicle shopping research. One attendee put it bluntly: “If you don’t go, you don’t get my business. Period.” Another noted, “Auto shows put them back into consideration for [attendees]. If automakers do not participate, they will be forgotten by the consumer.” Luxury participation provided a strong example. One attendee remarked, “My first exposure to Infiniti was at the San Diego Auto “We bought a different model vehicle after seeing it in person at a previous auto show and comparing it to the brand we thought we would buy,” said one 2026 San Diego Auto Show attendee. More than one in five San Diego Auto Show attendees report relying on the auto show for the majority of their vehicle shopping research. 8 SAN DIEGO DEALER
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