Chicago Automobile Trade Association

https://www.ChicagoAutoShow.com

The Chicago Auto Show is North America's largest and longest-running auto exposition, held annually at McCormick Place in Chicago, Illinois. Produced by the Chicago Automobile Trade Association (CATA), the event serves as a vital platform to promote the automotive industry and support Chicagoland's new car dealers. [3, 9, 11, 12, 17, 21, 24]

The show features nearly 1,000 vehicles from over two dozen manufacturers, showcasing a comprehensive range of domestic and imported passenger cars, trucks, sport-utility vehicles, minivans, and experimental and concept cars. Attendees can engage with interactive exhibits, indoor and outdoor test tracks, and specialized displays such as Chi-Town Alley, which celebrates local car culture, Overlanding Chicago, and a dedicated Family Zone. The event also highlights automotive accessories, competition vehicles, and antique cars. [2, 9, 11, 21, 32]

Under the leadership of General Manager Jennifer Morand, the Chicago Auto Show continues to evolve, with recent editions emphasizing electric vehicles and immersive consumer experiences. [2, 6, 7, 11, 13, 17, 20, 23] The 2026 show attracted over 211,850 attendees and generated more than $2 million for local charities through its "First Look for Charity" event. [5, 8, 12] The show plays a significant role in the regional economy, contributing over $400 million annually, and remains a key event for product launches and industry trends. [20]

Latest updates

Chicago Auto Show Draws 212K Attendees, Signals Shifting Consumer Engagement

Event summary

  • The 2026 Chicago Auto Show concluded February 16th, attracting 211,850 attendees.
  • Over 102,000 in-vehicle experiences were conducted across indoor and outdoor activations.
  • New exhibits like 'Chi-Town Alley' and a gas-powered test track were introduced to broaden appeal.
  • The Dennis Buckley Memorial Blood Drive collected 1,441 units, the second-highest total in show history.

The big picture

The Chicago Auto Show's continued relevance demonstrates the enduring power of physical consumer engagement in an increasingly digital automotive landscape. While online sales channels are growing, the show's ability to draw over 200,000 attendees suggests a continued desire for hands-on vehicle evaluation and brand interaction. However, the show's success is intrinsically tied to the health of the regional automotive market and the willingness of manufacturers to invest in physical presence.

What we're watching

Consumer Preferences
The introduction of a gas-powered track suggests a recognition that full electrification hasn't yet captured the entire consumer base, and the show's success hinges on balancing future-forward displays with traditional offerings.
Local Partnerships
The reliance on local sponsors like ComEd and the Chicago Automobile Trade Association highlights the show's dependence on regional economic support, potentially limiting scalability or expansion beyond the Chicagoland area.
Experiential Retail
The emphasis on interactive experiences and test drives indicates a broader shift in automotive retail towards experiential engagement, and the Chicago Auto Show's ability to innovate in this space will be a key differentiator.

Stellantis Executive Feuell Honored as Automotive Industry Trailblazer

Event summary

  • The Chicago Auto Show's 'What Drives Her' program recognized four women in the automotive industry on February 6, 2026.
  • Chris Feuell, Chrysler brand CEO and head of Alfa Romeo brand at Stellantis, received the 'Industry Trailblazer' award.
  • Alyssa Farkas, assistant general manager at Arnie Bauer Buick GMC Cadillac, was recognized as 'Best Retailer' for leading a successful EV initiative.
  • Jessica Jermakian of the Insurance Institute for Highway Safety presented on vehicle safety trends at the event.
  • The program aims to highlight women's contributions and empower them within the automotive sector.

The big picture

The 'What Drives Her' program underscores the increasing emphasis on diversity and inclusion within the automotive industry, a sector historically dominated by men. Recognizing female leaders and celebrating their contributions is becoming a strategic imperative for automakers and dealerships seeking to attract talent, engage consumers, and navigate the ongoing shift towards electric vehicles. The program's growth suggests a broader cultural shift towards valuing diverse perspectives and experiences in a traditionally conservative industry.

What we're watching

Leadership Shifts
Feuell's recognition highlights Stellantis' focus on female leadership, but her absence from the award ceremony raises questions about her current engagement and potential future role within the company.
EV Adoption
Farkas's success with the ComEd EV program demonstrates the potential for dealerships to leverage partnerships for EV sales, but the sustainability of these programs will depend on continued government incentives and consumer demand.
Media Influence
The continued prominence of 'What Drives Her' and the recognition of automotive journalists like Elana Scherr suggests the evolving role of media in shaping consumer perceptions and industry narratives.

Chicago Auto Show Charity Gala Exceeds $2 Million Fundraising Mark

Event summary

  • The 2026 First Look for Charity gala raised $2,029,471.22 for 18 local charities.
  • The annual fundraiser, held the evening before the public show, marks its 34th year and has now raised over $67 million since its inception.
  • Tickets cost $325 each, with proceeds benefiting either all participating charities or a single charity chosen by the purchaser.
  • Two vehicles – a 2026 Chevrolet Equinox and a 2026 Toyota Land Cruiser Hybrid – were given away as prizes.

The big picture

The Chicago Auto Show's First Look for Charity event demonstrates a long-standing commitment to community engagement within the automotive industry. This annual fundraiser, supported by local dealerships, serves as a significant source of funding for numerous Chicago-area charities, reinforcing the industry's role beyond vehicle sales. The event's consistent success underscores the power of combining exclusive experiences with philanthropic endeavors, a model increasingly adopted by other large-scale events.

What we're watching

Dealer Relations
The continued reliance on new-car dealers for fundraising success highlights the intertwined nature of the Auto Show's financial health with the automotive retail sector, which faces ongoing shifts in consumer behavior and sales models.
Charitable Impact
Whether the substantial funds raised translate into measurable, long-term impact for the 18 beneficiary charities warrants scrutiny, particularly given the diverse range of organizations involved.
Event Sustainability
The longevity of the First Look for Charity event (34 years) suggests a resilient model, but the organizers must adapt to changing tastes and potential economic headwinds to maintain attendance and fundraising levels.

Chicago Auto Show Doubles Down on Experiential Events to Combat Declining Show Attendance

Event summary

  • The 2026 Chicago Auto Show will feature new exhibits like 'Chi-Town Alley' celebrating local car culture and a contest showcasing enthusiast vehicles.
  • The 'Family Zone' returns with interactive activities and a product debut from Britax, including the Galaxy360™ car seat.
  • The 'Overlanding Chicago' exhibit expands, attracting a niche audience interested in outdoor lifestyles and featuring brands like Chevrolet, Honda, Jeep, and Ram.
  • Tickets are on sale now for the show, running February 7-16 at McCormick Place, with adult tickets priced at $20.
  • The Chicago Auto Show is the nation's longest-running auto exposition, produced by the Chicago Automobile Trade Association since 1935.

The big picture

The Chicago Auto Show's pivot towards experiential exhibits reflects a broader challenge facing the automotive industry: how to maintain relevance and consumer engagement in an increasingly digital landscape. Traditional auto shows have struggled with declining attendance, forcing organizers to innovate and create compelling experiences beyond simply displaying vehicles. The focus on local culture and niche lifestyle segments like overlanding represents an attempt to cater to specific consumer passions and build a more loyal audience.

What we're watching

Attendance Trends
Whether the expanded experiential exhibits can meaningfully reverse the long-term decline in auto show attendance remains to be seen, as digital alternatives continue to erode traditional event appeal.
Local Partnerships
The success of 'Chi-Town Alley' hinges on the ability to authentically engage the local car enthusiast community and avoid becoming a purely promotional platform.
Brand Alignment
The inclusion of brands like Chevrolet, Honda, Jeep, and Ram in the 'Overlanding Chicago' exhibit signals a broader industry push towards lifestyle marketing, but the long-term ROI of these activations is uncertain.

Chicago Auto Show Sponsorship Surge Signals Resilience in Experiential Marketing

Event summary

  • The 2026 Chicago Auto Show has secured sponsorships from Cars.com and ComEd as premier partners.
  • New sponsors include Sim Drive (racing simulators) and Drive Chicago (Supercar Gallery partner).
  • The U.S. Army and Mattress Firm are star sponsors, while Renewal by Andersen and Britax are supporting sponsors.
  • Cars.com is maintaining category exclusivity as the official map sponsor and highlighting its 'Best of Vehicles' awards.
  • ComEd is presenting sponsor of the 'Chicago Drives Electric' track and showcasing EV resources.

The big picture

The robust sponsorship lineup for the 2026 Chicago Auto Show underscores the enduring value of experiential marketing, particularly as brands seek to connect with consumers beyond digital channels. The presence of ComEd highlights the growing importance of electric vehicle education and infrastructure support. This signals a broader trend of companies leveraging events to build brand awareness and drive consumer engagement in a post-pandemic landscape.

What we're watching

Consumer Behavior
The continued investment in experiential marketing by automotive and related brands suggests a shift towards in-person engagement as consumers seek tangible experiences alongside digital research.
EV Adoption
ComEd’s significant sponsorship of the ‘Chicago Drives Electric’ track indicates a strategic focus on accelerating EV adoption and providing consumer education, which will be a key metric to monitor for utility revenue diversification.
Sponsorship Value
The diverse range of sponsors, from automotive retailers to the U.S. Army, raises questions about the breadth of appeal for auto show sponsorships and whether this model can sustain itself beyond the automotive sector.

Chicago Auto Show Leverages Craft Beer to Drive Ticket Sales

Event summary

  • The Chicago Auto Show will host 'Friday Night Flights,' a craft beer sampling event, on February 13, 2026, from 5-8 p.m.
  • Tasting passes cost $45 and include admission to the broader Chicago Auto Show (Feb. 7-16).
  • Participating breweries include Begyle Brewing, Goose Island, and Moody Tongue, among others.
  • The Chicago Auto Show is the nation's longest-running auto exposition, dating back to 1901.

The big picture

The Chicago Auto Show's integration of 'Friday Night Flights' reflects a broader trend in large-scale events seeking to diversify revenue streams and attract younger demographics. This strategy moves beyond traditional auto displays to incorporate lifestyle elements, mirroring the experiential retail model. The Auto Show, as a long-standing institution, faces pressure to remain relevant in a rapidly evolving consumer landscape where digital experiences and personalized engagement are increasingly prioritized.

What we're watching

Consumer Preferences
The continued reliance on ancillary events like 'Friday Night Flights' suggests the Chicago Auto Show is adapting to shifting consumer preferences for experiences over solely product displays.
Partnership Risk
The show's dependence on local breweries introduces a partnership risk; changes in brewery participation or quality could impact event appeal.
Ticket Pricing
Whether the $45 tasting pass price point remains sustainable as a driver of overall Auto Show attendance will depend on perceived value and broader economic conditions.

Chicago Auto Show Leverages Blood Drive for Community Engagement, Brand Affinity

Event summary

  • The Chicago Auto Show will host its annual Dennis Buckley Memorial Blood Drive from February 7-16, 2026, at McCormick Place.
  • The blood drive, a tradition spanning over two decades, honors the legacy of Dennis Buckley, a former Auto Show employee.
  • Versiti Blood Center of Illinois partners with the Chicago Auto Show to collect blood donations, supporting area hospitals and patients.
  • Donors can schedule appointments or walk in; individuals 17+ are eligible, with 16-year-olds requiring parental consent.

The big picture

The Dennis Buckley Memorial Blood Drive exemplifies a growing trend of auto shows and similar large-scale events integrating charitable initiatives to enhance brand reputation and engage local communities. This strategy offers a relatively low-cost, high-visibility opportunity to generate goodwill and offset potential negative perceptions associated with the automotive industry. The reliance on Versiti Blood Center of Illinois highlights the increasing importance of partnerships for non-profit organizations to expand their reach and impact.

What we're watching

Brand Perception
The continued success of the blood drive will likely reinforce the Chicago Auto Show’s image as a community-focused organization, potentially attracting attendees and exhibitors who value social responsibility.
Partnership Risk
The long-term sustainability of the partnership between the Chicago Auto Show and Versiti Blood Center of Illinois depends on maintaining alignment of goals and resources, which could be impacted by changes in either organization's leadership or strategy.
Donor Trends
The Chicago Auto Show’s ability to consistently meet blood donation targets will be influenced by broader trends in blood donation participation, including seasonal fluctuations and public health awareness campaigns.

Chicago Auto Show Highlights Female Leadership in Automotive

Event summary

  • The ninth annual 'What Drives Her' event will be held on February 6, 2026, during the Chicago Auto Show's Media Preview.
  • The event focuses on recognizing and connecting influential women in the automotive industry across manufacturing, retail, media, and related sectors.
  • Finalists for the 'Trailblazer Award' include Christine Feuell (Stellantis), Tisha Johnson (Slate), and Trisha Morrow (General Motors).
  • Jessica Jermankian of the Insurance Institute for Highway Safety will present on vehicle safety trends.

The big picture

The 'What Drives Her' initiative reflects a broader industry effort to address gender imbalances in leadership roles and promote diversity within the automotive sector. While the automotive industry faces ongoing challenges related to electrification and autonomous driving, fostering a more inclusive workforce may be critical for attracting talent and driving innovation. The event's continued existence and expansion suggest a sustained commitment to this goal, though the actual impact on industry demographics remains to be seen.

What we're watching

Leadership Shifts
The prominence of Stellantis' Feuell among the Trailblazer Award finalists suggests a continued focus on leadership development within the automaker.
Safety Concerns
Jermankian’s presentation on vehicle safety, coupled with the panel discussion, indicates ongoing scrutiny and potential challenges in passenger safety technology.
Brand Alignment
How the Chicago Auto Show leverages 'What Drives Her' to attract a broader consumer base and enhance its brand image will be a key indicator of its long-term success.

Chicago Auto Show's Charity Gala Signals Resilience Amidst EV Transition

Event summary

  • The Chicago Auto Show's 'First Look for Charity' gala will be held February 6, 2026, at McCormick Place.
  • The gala raises over $2 million annually for 18 local Chicago-area charities, totaling over $65 million since its inception.
  • Attendees will have a chance to win a 2026 Chevrolet Equinox and a 2026 Toyota Land Cruiser Hybrid.
  • Tickets are priced at $325, with $283.84 being tax-deductible.

The big picture

The Chicago Auto Show's 'First Look for Charity' gala represents a crucial revenue stream and community engagement strategy for the automotive industry, particularly as the sector navigates the shift towards electric vehicles and faces evolving consumer preferences. The gala's consistent fundraising success demonstrates the enduring appeal of experiential marketing and charitable partnerships, even amidst broader economic uncertainty. The event's scale—raising millions annually and involving numerous local businesses—underscores its significance to the Chicago economy.

What we're watching

Consumer Sentiment
The continued success of the gala, and the auto show itself, will be a barometer of consumer confidence and willingness to spend on discretionary items, especially large-ticket purchases like vehicles.
EV Adoption
The selection of a hybrid vehicle (Toyota Land Cruiser) as a prize suggests a cautious approach to fully electric vehicles, reflecting broader consumer hesitancy and the auto industry’s ongoing transition.
Sponsorship Dynamics
Men's Wearhouse's continued sponsorship and on-site rental services indicate a strategic alignment with the auto show’s demographic, but whether this partnership can be leveraged for broader retail growth remains to be seen.

Chicago Auto Show Amplifies Female Leadership Push with Annual Awards

Event summary

  • The 'What Drives Her' event and awards program is returning for a ninth year at the 2026 Chicago Auto Show.
  • Nominations for the awards are open until January 9, 2026, with finalists to be announced in mid-January.
  • The awards recognize women and advocates across automotive manufacturing, retail, media, and dealerships.
  • Four award categories exist: Trailblazer, Best in Craft Automotive Media, Automotive Ally, and Best Retailer.

The big picture

The continued emphasis on female leadership within the automotive industry, as exemplified by the 'What Drives Her' program, reflects a broader societal shift towards diversity and inclusion. While the Chicago Auto Show’s reach is regional, the program’s longevity suggests a sustained commitment to showcasing and celebrating women’s contributions, which could become a benchmark for other industry events.

What we're watching

Award Impact
The visibility and prestige of the 'What Drives Her' awards could influence talent acquisition and retention strategies within the automotive sector, particularly for companies seeking to improve diversity metrics.
Media Influence
The 'Best in Craft Automotive Media' award's exclusion of PR and marketing professionals may subtly shift media coverage and influence the narrative surrounding automotive brands.
Retail Focus
The 'Best Retailer Award' highlights dealership performance, potentially increasing pressure on Chicago-area dealerships to improve operational efficiency and customer satisfaction.
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