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, 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 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.
Why EV Education Matters More Than Ever
Electric vehicles accounted for more than 20% of all new vehicle sales in San Diego County last year, underscoring the continued importance of EV education and consumer engagement.
The 2026 San Diego International Auto Show was fully charged with 34 different EV models from 16 brands available for consumers to explore, compare and experience.
More than 50% of attendees reported being more likely to consider purchasing an EV after test-driving one at the show. Forty percent said they were more likely to consider an EV after participating in the EV Test Track.
As one attendee observed, “Seeing, touching and experiencing a vehicle in real life still matters.”
Building Tomorrow’s Customers
The auto show is not only about today’s buyers; it is also about tomorrow’s drivers.
Young enthusiasts gathered around performance and specialty vehicles while families introduced younger generations to automotive brands, technology and culture. These interactions create lasting impressions and long-term brand affinity that can influence future purchasing decisions.
Community Impact and Amplifying the Experience
The GoldenBoy Mobility Zone showcased adaptive vehicles and mobility solutions designed to improve transportation accessibility. Family Day welcomed children 12 and under free of charge, while Toyota stepped up as the Military Appreciation sponsor, helping distribute thousands of complimentary tickets at San Diego County Toyota dealerships to active-duty and recently retired military personnel.
The show’s impact extended well beyond the exhibit hall. Local television stations, radio outlets, digital publishers and news organizations provided extensive coverage throughout the event. Live and recorded segments aired across the region, while promotional campaigns generated millions of impressions across television, radio and digital platforms.
Meeting Buyers Earlier in the Journey
As manufacturers increasingly rely on regional teams and dealer groups to engage consumers higher in the purchase funnel, the San Diego International Auto Show continues to evolve to meet those needs.
To encourage absent brands to return and maximize exhibitor ROI, the show offers affordable turnkey participation packages for OEM regions and dealer groups. These programs can include exhibit space, branded display properties, vehicle logistics, product specialists, lead-generation support and dealer-supported ride-and-drive programs.
Acura, Chevrolet, Honda, Ineos Grenadier, Lincoln, Mitsubishi and Stellantis dealers have successfully utilized many of these services in recent years, allowing them to focus on consumer engagement while minimizing operational complexity.
Looking Ahead
The automotive retail environment will continue to evolve. Digital tools will become more sophisticated. Consumers will continue researching online.
But the 2026 San Diego International Auto Show reinforced an important lesson for dealers: Purchase decisions are still heavily influenced by real-world experiences.
Consumers want to compare vehicles. They want to ask questions. They want to experience new technologies. They want to drive vehicles before making decisions.
And increasingly, they want to do all of those things in one place.
For dealers, that means the San Diego International Auto Show is more than an industry tradition. It remains one of the most effective opportunities to influence consideration, accelerate the purchase journey and ensure their brands remain part of the conversation — all the while remaining the primary fundraising mechanism for your New Car Dealers Association® to provide valuable member benefits throughout the year.
