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Why Automotive Brands Still Win Big at Live Consumer Shows

In an era dominated by digital marketing and online car shopping, one might assume that traditional motor shows have lost their relevance. However, live consumer events remain a cornerstone for automotive brands aiming to build loyalty, enhance brand awareness, and drive sales. Here’s why, in 2025, these events continue to deliver significant returns on investment.

🚗 Direct Access to Engaged Buyers

Live events like the British Motor Show provide brands with unparalleled access to a highly engaged audience. In 2025, the British Motor Show attracted over 60,000 attendees, with 81% classified as ABC1 consumers—indicating a high purchasing power. Notably, 65% of visitors made a purchase at the show, and 85% stated that their future buying decisions were influenced by the brands they experienced at the event.  

🔍 Enhancing Brand Awareness and Loyalty

Auto shows serve as powerful platforms for brands to showcase their latest models and innovations, fostering brand recognition and loyalty. A study by Productions Plus found that 37% of in-market attendees added a brand to their consideration list after experiencing it at an auto show. Furthermore, 69% reported that the auto show was helpful in their purchase decision-making process.  

🛠️ Building Trust Through Hands-On Experiences

The tactile nature of auto shows allows consumers to interact directly with vehicles, building trust and confidence in the brand. The same study revealed that 42% of attendees were more likely to purchase a vehicle they test drove or experienced onsite. This hands-on engagement is something digital platforms struggle to replicate.  

📈 Driving Sales and Measuring ROI

Beyond brand exposure, auto shows have a tangible impact on sales. At the British Motor Show, brands reported not only immediate sales but also a pipeline of high-intent leads. The event’s environment facilitates meaningful interactions, leading to conversions that justify the investment.  

🌐 Complementing Digital Strategies

While digital marketing remains crucial, live events complement these efforts by providing immersive experiences that deepen consumer connections. They offer a unique opportunity to humanise the brand, answer questions in real-time, and create memorable moments that digital ads cannot achieve alone.

🏁 Conclusion

In 2025, live consumer shows continue to be a vital component of automotive marketing strategies. They offer direct engagement with potential buyers, enhance brand loyalty, and drive measurable sales outcomes. For automotive brands aiming to make a lasting impact, investing in live events remains a winning strategy.