For many Americans, saying “Auto Shows” is like saying “Wanna Go for a Walk?” to your pet. The excitement level is both instantaneous and over the top. We love automotive trade shows, whether they’re at our local convention center or (if we are lucky enough) at a major industry show in Detroit, New York, or Las Vegas.
As an automotive industry professional, you are familiar with auto shows. However, many exhibitors struggle with their trade show ROI for reasons which are generally easy to address. In this article, we’ll review how to maximize your trade show marketing through careful planning, custom trade show displays, and working with exhibition experts. For exhibitors, success depends on identifying which trade shows are worth the investment and how to finetune their marketing strategy to attract the right attendees to your booth.
Auto Shows & Trade Shows: Know Before You Go
We all know the expression, “If you fail to plan, then plan to fail.” Which, if we’re honest, isn’t always true. Some projects don’t require much planning. Trade shows, and in particular trade show marketing and exhibition, do require careful and systematic planning to be successful.
Yet, there are companies that devote less time to their trade show planning than they would to a 4-year-old’s birthday party.
It’s nuts… especially when you consider the cost of trade shows and the lost opportunities when trade show planning is handled haphazardly. But you’re not that person, right? You want your trade show program to be professional and financially successful, which is why you’re reading this article.
The Importance of Trade Show Planning
Trade show planning is crucial for businesses to maximize their return on investment (ROI) or return on objectives (ROO). A clear and comprehensive plan ensures that companies maximize their sales opportunities while minimizing costs (and stress).
Any “live event” can be unpredictable and trade shows are no exception. However, what’s often described as “unpredictable” by some exhibitors, like shipping, labor, or show services, is more often the result of poor planning. Everyone and every company that provides services to exhibitors understands that communicating deadlines, pricing, timelines, and expectations makes everyone’s job easier. They don’t want surprises any more than you do.
Successful trade show marketing doesn’t happen by accident. There’s always a strategy and a plan. The key is identifying the right strategy and executing the right plan. For a deeper dive into how to plan for a trade show, see “Trade Show Planning: A Step by Step Guide.”
The Largest Auto Shows in the US
These four auto shows are pivotal events for the automotive industry and car enthusiasts alike. They serve as platforms for automakers to debut new models, showcase concept cars, and display the latest automotive technologies. They also provide a space for consumers to explore a wide range of vehicles and learn about emerging trends.
Here are the four largest auto shows in the United States:
Held in Detroit, Michigan, this show has a long history dating back to 1907. Formerly known as the North American International Auto Show (NAIAS), it is considered one of the most important auto shows globally, often hosting significant world and North American debuts. Usually held in January at Huntington Place, the Detroit Auto Show features over 30 brands, nearly 500 vehicles, and an indoor EV experience.
Since 1901, The Chicago Auto Show has been the largest and longest running auto show in the United States. Held at McCormick Place, it typically takes place in February. The 2025 show was held from February 8-17 and featured a vast array of domestic and imported vehicles, concept cars, and interactive exhibits. It’s known for its extensive indoor test track and EV education center.
New York International Auto Show
The New York International Auto Show was the first automotive exhibition in the United States. It’s held annually at the Jacob Javits Convention Center in New York City, usually in the spring. The 2025 show was held from March 28 to April 6 and celebrated its 125th anniversary. It featured a blend of historical exhibits and future-focused displays, with a significant emphasis on electric and autonomous vehicles.
Held annually at the Los Angeles Convention Center, typically in November or December, this show has been running since 1907. It is one of the “Big Four” major auto shows in North America and is known for its focus on green technology and luxury vehicles. The 2025 show includes AutoMobility LA, a press and industry preview, and features numerous production model debuts, concept cars, and a growing emphasis on electric vehicles and Southern California’s car culture.
These major auto shows play a crucial role in shaping the automotive landscape by providing a platform for innovation, competition, and consumer engagement. They attract industry professionals, journalists, and the public, offering a glimpse into the present and future of the automobile.
Must-Attend Auto Trade Shows for B2B Exhibitors
While shows like the New York International Car Show and the Detroit Car Show attract automotive professionals, car enthusiasts, and anyone interested in the latest automotive models, the auto trade shows listed below are strictly for B2B attendees and exhibitors. They are the heartbeat of the latest products, industry trends, and hearing from the movers and shakers in the automotive industry.
SEMA Show, November 2025, Las Vegas
The premier trade-only event for the automotive specialty equipment market, featuring thousands of product innovations from aftermarket parts and accessory suppliers. SEMA brings together manufacturers, distributors, retailers, customizers, media, and other professionals in the specialty automotive equipment market.
AAPEX (Automotive Aftermarket Products Expo), November 2025, Las Vegas
This is a premier global event representing the $1.6 trillion automotive aftermarket industry. AAPEX features a vast exhibition floor with auto parts and technology suppliers, networking opportunities, and hands-on training. It is co-located with the SEMA Show but focuses on the broader aftermarket, including parts for everyday vehicles.
Automotive Interiors Expo North America, December 2025, Novi, Michigan
This expo is specifically for suppliers of automotive interior components, materials, and technologies. It’s a key event for designers, engineers, and procurement managers from OEMs and Tier 1 and 2 suppliers of interior components.
Work Truck Show/NTEA, March 2026, Indianapolis, IN
The Work Truck Association is North America’s largest event for the work truck and commercial vehicle industry. The Work Truck Show attracts fleet managers, truck dealers, upfitters, truck manufacturers, repair professionals, and engineers and product developers.
NADA (National Automobile Dealers Association) Show, February 2026, Las Vegas
The premier event for the automotive industry, primarily focused on franchised new car and truck dealerships and the companies that serve them.The NADA Show is designed to provide insights, strategies, and networking opportunities to help dealerships thrive. It covers all aspects of the dealership business, from sales and marketing to fixed operations, technology, and management.
Electric Vehicle Trade Shows to Watch in 2025 and 2026
Exhibitors participating in Electric Vehicle shows benefit from a rapidly evolving and critical sector of the automotive industry. EV shows enable them to connect experts and forge partnerships, launch new products, gain market insights, generate sales, and gather market feedback. These trade shows are vital marketplaces and knowledge hubs for every segment of the electric vehicle industry.
Advanced Clean Transportation (ACT) Expo, April 28 – May 1, 2025, Anaheim, CA
North America’s largest event for advanced vehicle technology and clean fuels, encompassing commercial vehicles, fleets, and infrastructure. It features a large expo hall and conference sessions.
EV & Charging Expo, May 14-15, 2025, Toronto, ON,
A North American event focused on EV charging infrastructure, commercial EVs, and connecting businesses with relevant suppliers.
EVS38 (Electric Vehicle Symposium & Exhibition), June 15-18, 2025, Gothenburg, Sweden
A major international event recognized as the premier gathering for academic, government, and industry professionals involved in electric drive technologies. Covers a wide range of topics, including battery technology, charging infrastructure, and autonomous mobility.
The Battery Show and Electric & Hybrid Vehicle Technology Expo, October 6-9, 2025, Detroit, MI
A leading North American event specifically for battery and electric vehicle technology professionals, highlighting the latest in battery manufacturing, EV technology, and hybrid systems.
MOVE America, September 24-25, 2025, Detroit, MI
Connects the broader mobility ecosystem, including significant EV components, bringing together leaders from OEMs, CPOs, fleet operators, battery manufacturers, and government.
Exhibiting at an Auto Show: How to Stand Out
All trade shows are about products and services, but at an automotive trade show, the vehicles are the main attraction. They dominate the show floor and the “displays” are the supporting cast. But that doesn’t mean the displays are insignificant. They’re there to draw attention to the booth and define each exhibitor’s branding and messaging.
Tips to consider when planning your trade show booth space:
- Know Your Audience and Identify Clear Objectives
- Maximize Your Footprint while Optimizing Traffic Flow.
- Make a Powerful First Impression
- Prioritize Clarity and Messaging
- Create Engaging Experiences
- Use Lighting to Create a Welcoming Atmosphere
- High Quality Materials and Finishes will Elevate your brand
- Leverage Technology
- Pre-show and Post-show Marketing will Drive Traffic and ROI
- Work with Exhibit Industry Professionals
The exhibit house you select should play a crucial role in your success at an automotive trade show. Not only do they know the ‘ins and outs” of trade shows but they also understand the nuances of automotive shows. Most exhibit houses offer a wide range of services and expertise that can make exhibiting easier and maximize their return on investment. Here are a few of their services:
- Strategic Planning and Consultation
- Comprehensive 3D and Graphic Design Services
- Custom and Modular Exhibit Fabrication
- Logistics Knowledge, I&E Expertise, and Storage Solutions
- Technology Integration and Support
- Value Engineering and Rental Options
- Exhibition Services and Project Management
- Trade Show Staff Training
Successful automotive trade shows don’t happen by accident (pun intended). They require exhibitors who are committed to a strategic marketing plan, the implementation of that plan, and the partnership of an exhibit house that understands your business and the automotive industry. Done well, the dollars spent on an exhibit and in preparation for a trade show will be rewarded with higher sales and increased customer loyalty.
Ideas for Exhibiting at an Auto Parts Trade Show
Every exhibitor wants their booth to be the main attraction. But crowds shouldn’t be the goal. Instead, you want potential clients who have a sincere interest in your products and a budget to purchase them. Attracting, educating, and entertaining them are often interchangeable on the show floor. Here are some ideas to get the brainstorming wheels moving:
Interactive & Experiential:
- Gamification Challenges: Create a fun, interactive game related to your automotive product or service. Offer prizes for top scores or participation (e.g., a timed puzzle, a virtual race, a “build-a-widget” challenge).
- VR/AR Experiences: Immerse attendees in a virtual or augmented reality experience showcasing your product in action, demonstrating its benefits in a unique way, or offering a futuristic glimpse.
- Workshops/Demos: Offer mini-workshops or interactive demonstrations where attendees can learn a new skill related to your industry or directly experience the value of your offering.
- Interactive Polls and Quizzes: Use large screens or tablets to run engaging polls or quizzes related to auto industry trends or your product. Display real-time results to spark conversation.
Intriguing & Curiosity-Driven:
- Mystery Box Reveal: Have a wrapped or obscured product and reveal it at specific times, creating anticipation and drawing a crowd.
- Unlock the Future Concept: Use a locked box or digital puzzle that attendees need to solve by interacting with your booth or learning about your product to win a prize.
- Contests with Desirable Prizes: Offer a grand prize that’s highly desirable and relevant to your audience (e.g., a free product, a VIP experience, a valuable service).
- Behind-the-Scenes Glimpse: Offer a virtual tour or live feed showcasing your company’s process, innovation lab, or unique company culture.
Value-Driven & Educational:
- Consultations: Offer brief, free consultations or advice sessions related to your expertise. This positions you as a valuable resource.
- Exclusive Show Discounts/Offers: Provide significant discounts or special bundles that are only available to attendees who visit your booth.
- Lunch and Learn Sessions: If space allows, host short, informal presentations or Q&A sessions during lunch hours, offering valuable insights and attracting attendees looking for a break.
- Product Teardowns/Explainer Sessions: For technical products, offer visual breakdowns or simplified explanations of how they work and their key benefits.
Social & Engaging:
- Social Media Wall: Display a live feed of social media posts using your event hashtag, encouraging attendees to share their experiences at your booth.
- Influencer Meet and Greets: If relevant, partner with industry influencers to host meet-and-greets or Q&A sessions at your booth.
- Collaborative Booth Activities: Partner with complementary (non-competing) exhibitors to host joint activities or cross-promote each other’s booths.
- Live Podcast Recording: If you have a podcast, consider recording an episode live from your booth, attracting listeners and engaging attendees.
Always promote your activities both before and during the show through social media, email, and show guides. Secondly, don’t assume your staff understands how to interact with attendees in your booth. Conduct training which includes understanding your show goals, explaining everyone’s role in the booth, and posting a schedule for breaks. Finally, measure your success by tracking which activities are most effective in attracting and engaging attendees.
By implementing some of these ideas, you can create a memorable and impactful presence at your next trade show, drawing in more attendees and achieving your business objectives.
Planning for 2025 Auto Shows? We’ll Help You Exhibit Smarter
Preparing for your first automotive trade show is a bit like studying for your driver’s license. You read the DMV guides, watch a few videos, and practice driving around a parking lot or deserted country road. Most of us take classes from a driving instructor who teaches us to follow the rules of the road, and prepares us for the driving test.
Working with an exhibit house and trade show professional is like having a driving instructor, committed to your success before, during, and after each trade show. They ensure you maximize your trade show return on investment while minimizing your expenses.
For over 30 years, Classic Exhibits has been designing and building creative custom solutions for our Distributor Partners and their clients. As North America’s largest private-label exhibit manufacturer, we have the unmatched capability, capacity, and creativity to create 3D projects ranging from 10 x 10 inline displays to 60 x 80 double-deck islands. Find success on the trade show floor with an exhibit that reflects your marketing message. For more information, see www.classicexhibits.com and explore Exhibit Design Search or request a meeting with a Classic Distributor Partner.