• by Tanya Gazdik , over 1 hour ago

While the COVID-19 pandemic prompted automakers to re-examine their marketing playbooks, consumers are saying they value the return to in-person events. 

For 72% of attendees of the 2026 New York International Auto Show, it was the only automotive event they attended in the past 12 months. 

That finding, combined with new research showing that 80% said that attending the show helped influence their next new vehicle purchase, underscores the unique opportunity the auto show provides automakers to connect with consumers who are actively in the market, according to the show’s organizers. 

The insights are part of the 2026 New York International Auto Show Visitor Impact Report. It includes detailed research on consumer demographics, purchase intentions, brand consideration, test drives, vehicle ownership, media impact and post-show purchasing behavior. 

“The research confirms the important role the New York Auto Show plays in bringing consumers and automakers together,” said Mark Schienberg, president of the New York International Auto Show, in a release. “These are consumers who are actively exploring their next vehicle, and the research shows that their engagement at the show influences their consideration and ultimately leads to a purchase.”

Among those who visited the show, 41% participated in an on-site test drive, with 34% saying the experience made them more likely to consider buying that brand.

Multiple brands offered interactive ride-and-drive experiences, test tracks, and indoor EV courses. Featured participating brands included Cadillac, Chevrolet, Dodge, Ford, Jeep, Kia, Nissan, Toyota and Volkswagen.

Other findings:38% of attendees plan to purchase or lease a new vehicle within 12 months, and 42% of 12-month intenders added one or more brands to their consideration list.

Data for the report was compiled using primary consumer research conducted by the automotive research firm Clarify Group.