Show, and it directly influenced my interest in the brand — far more effectively than any advertising I had seen.” For dealers whose manufacturers are absent from the show, these findings should be particularly concerning. Every absent brand creates an opportunity for a competing manufacturer to capture consideration that might otherwise have gone elsewhere. SEE IT. COMPARE IT. DRIVE IT. The San Diego International Auto Show offers something few automotive marketing platforms can match: the ability to combine product discovery with real-world experiences on the EV Test Track and on the streets of San Diego via Street Test Drives. The 2026 show featured 11 participating brands offering ride-and-drive experiences across 25 different gas, hybrid and electric vehicles. The EV Test Track featured Cadillac and Ford, while Street Test Drives were offered by Alfa Romeo, Chrysler, Dodge, Fiat, Jeep, Lucid, Ram, Toyota and VinFast. Together, these programs gave consumers the opportunity to move beyond static displays and experience vehicles firsthand. The impact was measurable. Forty-nine percent of EV Test Track participants were introduced to a vehicle they had never previously considered. Forty-four percent of Street Test Drive participants reported the same outcome. Discovery becomes confidence when consumers get behind the wheel. One in two participants on the EV Test Track was introduced to a new vehicle they had never considered before. Nineteen percent had never ridden in an EV before attending the San Diego Auto Show. The percentage of attendees who add brands to their shopping lists jumps to nearly 40% after taking a test drive at the San Diego Auto Show. NCDA.COM 9
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