Auto shows host more than just automotive executives, journalists and potential buyers. Government officials, policymakers, technologists, designers, dealers, investors, industry analysts, content creators and influencers all make an appearance, alongside new vehicles and interactive displays.

While auto shows lost some influence among journalists in the last half-decade as extravagant new car reveals took a backseat to digital debuts and intimate first looks, the county’s largest auto shows are looking to regain traction amongst consumers who have stopped attending after years of cancelled and downsized shows during the COVID-19 pandemic.

It is a tenuous time for these shows. Some brands have pulled corporate support, leaving local dealerships to pick up the slack. Other brands have stopped attending auto shows altogether, claiming they have less impact that other forms of customer interaction. Simply put, the return on investment isn’t apparent, even as car sales have rebounded from pandemic era lows.

Stellantis, the parent company of the Dodge, Jeep, Ram and Chrysler brands, no longer participates in most auto shows, despite the success of its Camp Jeep ride along, one of the many show activities other than looking at cars.

Mazda, BMW and Audi have also moved away from some shows while other brands, like Mercedes, choose to spend at global rather than regional events, like CES in Las Vegas and IAA in Munich. Electrify Expo, an electric vehicle-focused exhibition series that has several events throughout the U.S. each year.

The LA Auto show and Detroit’s auto show, now known as the Detroit Auto Show after many years as the North American International Auto Show, are working to bring attendees and brands back to the show floor.

“The industry is changing fast, and the Detroit Auto Show is evolving in an exciting way as well. In addition to car reveals, journalists are looking for stories about the future of mobility, sustainability, and tech innovation,” Sam Klemet, executive director, Detroit Auto Show told Newsweek.

Auto shows traditionally happen annually, in the same month. After several years of moving the dates of their show around, the Detroit show is scheduled once again for January 2025. However, the show dates now coincide with CES.

“After extensive collaboration with our partners, we’re confident that a January date is the perfect fit. In a rapidly evolving global automotive scene, this shift underscores our commitment to continuously reimagining the show while staying laser-focused on what truly matters – igniting passion for cars and offering hands-on interaction with the vehicles that shape our future,” said Klemet.

While shows like CES and IAA play toward the interests of intersection of the technology and auto industries for automakers, the LA Auto Show and Detroit Auto Show must appeal to vehicle enthusiasts and potential new car buyers while giving businesses and industry professionals reasons to sponsor and attend.

AutoMobility LA (AMLA), part of the LA Auto Show, addresses that by including a tech-focused program of manufacturer announcements and debuts; a main stage program featuring speakers and panelists from the automotive, technology, policy, and design sectors and a range of award programs for industry leadership and innovation.

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“The AMLA agenda is really diverse and designed to be a showcase for all kinds of automotive innovation, a forum for fostering crucial conversations about the future of our industry, and an opportunity for executive-level networking,” Terri Toennies, President and Chief Operating Officer of the LA Auto Show and AutoMobility LA told Newsweek.

“With regard to the consumer show, while the cars will always be the stars there is so much more to enjoy. There are all sorts of food, music, and cultural exhibitions and activations, so whether you’re in the market for a car, you’re an automotive professional, you’re someone who is passionate about the glorious car culture of Los Angeles, or you’re a family just looking for a fun day out, the LA Auto Show has something for everyone,” she said.

Detroit also has a tech forum, called AutoMobili-D. Now in its seventh year, the program will run during Industry Days on January 15 and 16. Organizers expect more than 54 technology, mobility and vehicle innovations and is part of the Mobility Global Forum, a two-day symposium of thought leadership, trailblazers and mobility and tech innovators.

The concept of auto shows endures, mainly due to the tactile nature of how people interact with cars. To get a real sense of what they’re like to drive and live with, consumers need to sit in the driver’s seat. An auto show provides a different atmosphere for exploration than a dealership, often with less pressure on customers and easier access to cross-shopping opportunities.

“The LA Auto Show is a zero-pressure environment where you can compare brands literally side-by-side and be introduced to brands that you weren’t originally considering,” said Toennies.

“Our survey data shows that more than half of all attendees added brands to their consideration sets after attending. Conversely, 45 percent of our attendees said their perception of absent brands actually deteriorated when they weren’t able to see them at the show,” she said.

The shows are also consistently attended by customers looking to buy a new car. Two-thirds of LA Auto Show attendees say they are in the market for a new car within the next 12 months.