The traditional car-buying journey has changed. Consumers are no longer solely reliant on visiting showrooms to explore their next vehicle. Instead, they seek immersive, hands-on experiences that allow them to interact with cars in an engaging and relaxed environment. This is where automotive events play a crucial role, providing manufacturers and dealers with a unique opportunity to meet potential customers at the very start of their buying journey.

Bringing the Showroom to the Consumer

While dealerships remain an essential part of the purchase process, they are often visited later in the decision-making stage. Automotive events allow brands to engage with consumers in a setting that is less transactional and more experience-driven. By offering test drives, interactive exhibits, and direct brand engagement, brands can showcase their latest models in a way that resonates with buyers before they even step into a dealership.

Meeting Buyers at the Right Moment

Data from The British Motor Show highlights just how important events are in shaping consumer decisions:

70% of visitors are considering a new car purchase in the next 12 months.

28% of visitors attended specifically to look at new cars.

40% of visitors are undecided on the make of their next car.

21% of visitors enquired about a car at the show.

20% of visitors are looking for their first EV.

These statistics prove that automotive events attract a highly engaged audience who are actively considering their next vehicle. For brands, this means direct access to well-qualified leads and an opportunity to influence decisions early in the process.

Engagement Beyond the Static Display

Unlike a traditional showroom, events create a dynamic, multi-sensory experience. Visitors can explore a variety of brands under one roof, test-drive vehicles, and engage with experts who can answer their questions in real time. The rise of electric vehicles (EVs) further underscores the importance of events, as many consumers are looking to experience EVs first-hand before making a decision.

Generating Well-Qualified Leads and Sales

By engaging consumers in a setting they want to be in, automotive events allow brands to foster meaningful interactions. The ability to capture data, answer questions, and provide personalised experiences results in better-qualified leads than traditional marketing methods. These events aren’t just about visibility—they drive real conversions.

The Future of Automotive Events

As consumer behaviours continue to evolve, automotive brands must meet buyers where they are—at events that provide excitement, education, and real-world experiences. The British Motor Shows visitor data  shows  that when brands embrace experiential marketing, they don’t just attract interest; they create lasting relationships that lead to sales.

For manufacturers and dealers looking to stay ahead, investing in automotive events isn’t just an option—it’s a necessity.

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