We’re excited to report that the 2024 San Diego International Auto Show was another tremendous success, drawing thousands upon thousands of car buyers to the San Diego Convention Center during its four-day run (Dec 29-Jan 1). As the second edition of the show since the COVID-19 hiatus, the San Diego Auto Show provided an enhanced attendee experience by adding brands/vehicles (Subaru, Cadillac and Mazda) and bringing new attractions to the show floor (Nissan Arriya EV Test Track), plus, a record number of EVs and plug-in vehicles for consumers to experience in a variety of different ways.

During the show, the San Diego Convention Center was transformed into the largest new vehicle showroom in California. Attendees flooded the show floor to check out all-new vehicle debuts, comparison shop various makes and models, learn about the latest new technology and even take test drives/rides of new models. And compare they did, with attendees sitting in an average of 12 vehicles while at the show and ranking number two on the list of top reasons to attend the show.

Spend some time on the show floor and it becomes clear why auto show attendees tell us that no form of advertising influences more new vehicle purchases than the auto show — not TV, not radio and not even digital. While visiting manufacturer exhibits, engaging with product specialists and taking test drives, car buyers were adding vehicles to their consideration lists and making purchase decisions right then and there.

Need more convincing of the power of auto shows? Look no further than these key stats from our post-show survey:

• For 60% of our audience, attending the auto show influenced which brand/vehicle they might buy.
• More than 50% of attendees added a brand to their consideration lists as a result of attending the show.
• 60% of attendees confirmed that a previous vehicle purchase was influenced by attending the San Diego Auto Show.

Epitomizing our trademarked slogan, “Where the cars are the stars,” San Diegans saw a wide variety of debuts and new releases for the first time at the show. Ranked as the number one reason consumers attend the San Diego Auto Show, these debuts represented a variety of key market segments, including EVs, hybrids, crossovers, sports cars, pickups and sedans. Among the debuts on hand were:

• 2024 Chevrolet Blazer EV
• 2024 Chevrolet Corvette E-Ray
• 2024 Chevrolet Equinox EV
• 2024 Chevrolet Silverado E
• 2024 Chevrolet Traverse
• 2024 Ford F-150
• 2024 Ford Ranger
• 2024 Honda Prologue
• 2024 Hyundai Kona Electric
• 2024 Hyundai Santa Fe
• 2024 Kia EV9
• 2024 Kia Sorrento
• 2025 Kia Sorrento PHEV
• 2024 Lexus GX 500
• 2024 Lexus TX
• 2024 Nissan Frontier Hardbody
• 2025 Toyota Camry
• 2025 Toyota Crown Signia
• 2024 Toyota Tacoma
• 2025 Volkswagen ID. Buzz

Consumers were not restricted to static vehicles and displays as they shopped for their next new vehicles. Dealers know how influential test drives can be, and for those who test-drove a vehicle, it was their number one reason for attending the San Diego Auto Show. Brands offering outdoor test drives this year included Audi, Chevrolet, Ford and Kia. New for this year was the Nissan EV Test Track, which provided a thrilling EV ride experience right on the show floor.

And speaking of EVs, this year’s San Diego Auto Show was fully charged with a record 35 different EV models on display and/or available for test drives/rides. That’s 40% more manufacturer EVs than appear at highly touted, EV-only events, and confirmation that the San Diego Auto Show will continue to lead San Diego’s transformation to an all-electric future as the largest and most important EV event in the region.

Survey results indicate that more than half of San Diego Auto Show attendees are considering the purchase or lease of a plug-in vehicle, and that number jumps to almost 70% for those who test-drove an EV at the show. And of those who test-drove an EV, it was the first time behind the wheel of an electric vehicle for 40% of them. It’s clear that nowhere else will EV automakers and dealers be able to engage and influence more consumers considering an EV purchase, as well as those on the fence and/or skeptical of EVs.

Knowing that many consumers have questions about EV ownership and are interested in comparing EVs side-by-side, Electric Avenue returned as a hub for all things electric and featured a variety of plug-in vehicles from Cadillac, Ford, Hyundai, Kia, Mazda, Mitsubishi, Subaru, Toyota and Volkswagen. Several manufacturer product specialists and volunteers from the Electric Vehicle Association were on hand to help consumers understand the EV value proposition, and companies in the energy and charging space rounded out the exhibit.

The seeds planted at the auto show continue to bear fruit throughout the year and extend well beyond the walls of the convention center, as San Diego Auto Show attendees are considered experts within their peer groups. In fact, two-thirds of San Diego Auto Show attendees give car-buying advice two or more times a year, while 21% offer advice more than six times a year.

While consumers are excited to see the wide variety of vehicles and brands on display, our attendee survey also demonstrates that they’re vocal when it comes to brands not represented at the show. More than half of auto show attendees indicate that a brand’s absence will affect their consideration of that brand. Through comments in the survey, car buyers tell us again and again that vehicles they can’t see at the show are pushed further down and often entirely off of their consideration lists in favor of vehicles that are present on the show floor or in test drives.

With growing inventories and increased sales competition, the San Diego Auto Show is prepared to help dealers move the sales needle. To incentivize absent brands to return to the San Diego Auto Show, we’ve developed affordable, turn-key packages for OE regions and dealer groups that maximize ROI and minimize extra work. These packages can include everything from exhibit space, carpet and branded exhibit properties, to vehicle prep & logistics, product specialists and lead-generation equipment/software. And support isn’t limited to static displays, as we can deploy resources for dealer-supported ride and drive programs as well. Honda, Mitsubishi and Stellantis dealers have utilized many of these services over the past two shows, with great success.

To enhance the show-going experience for attendees, feature attractions were popular once again this year. The GoldenBoy Mobility Zone featured a wide variety of accessible vehicles and adaptive equipment to help those with physical challenges, and the San Diego Automotive Museum brought an incredible array of impressive cars to the show. The all-new Adventure Van Basecamp included a variety of custom van conversions from the top upfitters in the industry. Sunday’s Family Day offered free admission to all children 12 and under to enjoy the many kid-friendly activities at the show.

Nissan returned to sponsor our Military Appreciation program, which included the distribution of thousands of complimentary tickets to active and recently retired military personnel from their San Diego stores, in addition to supporting our military discount offers.

And if people didn’t attend the show (and they missed a great one!), it wasn’t for lack of exposure. Media coverage of the show was exceptional, with local media outlets providing outstanding coverage throughout the entire run of the show. The San Diego Auto Show has always enjoyed a great relationship with local media, who understand that supporting the dealer community through auto show coverage parlays into success throughout the year for all concerned. Thank you to all of our valuable media partners for your continued support.