Auto shows have long been one of the most effective platforms for connecting consumers with the latest vehicles, technologies, and brands. New research confirms what BC’s New Car Dealers have known for years: auto shows help sell cars.
A recent Clarify study, featured in Canadian Auto Dealer, shows that attending an auto show dramatically increases the likelihood a consumer will purchase or lease a new vehicle within the year. Attendees are 2.9 times more likely than the average consumer to make a purchase. The research, based on nearly 9,000 visitors across North America, found that 40 percent plan to buy or lease within 12 months and 37 percent attend specifically to help decide which vehicle to buy or lease. After attending, 55 percent visit a dealership, 39 percent arrange a test drive, and 28 percent ultimately buy or place an order.
These findings highlight how auto shows bridge the gap between curiosity and commitment, transforming inspiration into intent and intent into sales.
The 2025 Vancouver International Auto Show (VIAS) demonstrated that impact on a record scale. Over five days at the Vancouver Convention Centre, the show attracted nearly 139,000 attendees, setting new benchmarks for both attendance and engagement. Saturday alone saw more than 42,000 visitors—the busiest single day in the show’s history.
More than 30 automotive brands showcased everything from the newest EVs and plug-in hybrids to luxury and performance models. The EV and PHEV Test Drive Experience — powered by the combined efforts of CleanBC Go Electric, RBC, ICBC, Emotive, and Plug’n Drive — stood as a signature feature of the show. This collaborative initiative placed over 4,400 participants behind the wheel of 44 vehicles from 16 manufacturers, all along a curated downtown route. It was a powerful testament to what’s possible when industry and public partners unite to deliver one of the most immersive and impactful hands-on experiences in the sector.
Pre-show media momentum was equally strong. More than 100 journalists, photographers, and influencers covered Canadian and Western Canadian debuts such as the SSC Tuatara Striker, Mustang GTD, and Corvette ZR1, creating buzz that extended across the province.
Eric Nicholl, Executive Director of VIAS points to the latest 2025 Visitor Experience Report as evidence of the tangible value these events deliver for both dealers and consumers. The data shows that 75 percent of attendees come specifically to explore new vehicles and brands, 58 percent are in-market within 24 months, and one in three plan to buy or lease within the year. Nearly a third use the event to help finalize their purchase or lease decision.
These metrics demonstrate that the Auto Show is far more than a brand-awareness exercise – it functions as a real-world sales accelerator. Dealers benefit from a uniquely engaged audience, while consumers gain a rare opportunity to experience multiple vehicles side-by-side, talk directly with knowledgeable brand representatives, and even test drive models on-site.
Visitor feedback confirms the impact: 80 percent of attendees said the show was helpful in their vehicle decision-making, and nearly half added a new brand to their consideration list after attending. This data-driven insight reinforces the growing importance of experiential marketing in today’s competitive auto retail landscape.
For dealers, manufacturers, and industry partners, the takeaway is clear: auto shows remain a cornerstone of the automotive ecosystem, driving both excitement and measurable sales outcomes. The Vancouver International Auto Show continues to expand its scale and influence, directly connecting consumers with the vehicles and technologies shaping the future of mobility.
The next show returns March 25–29, 2026, to the Vancouver Convention Centre West. With engagement and conversion rates climbing, auto shows will continue to play a pivotal role in turning interest into action—and action into long-term customer relationships.
Blair Qualey is President & CEO of the New Car Dealers Association of BC. He can be reached at [email protected].
