What Chicago Auto Show does

The Chicago Auto Show is North America's largest and longest-running auto show, first staged in 1901 and held annually each February at Chicago's McCormick Place. The 2026 edition (the 118th) ran February 7-16 and drew 211,850 attendees and more than 102,000 in-vehicle experiences across indoor test tracks, outdoor test drives, and interactive exhibits. The event is owned and operated by the Chicago Automobile Trade Association (CATA), a dealer trade association headquartered in Oakbrook Terrace, Illinois, and is staffed by 51-100 employees. It is a privately organized operation with no public listing or institutional funding, serving general consumers, families with children aged 2-16, dedicated car enthusiasts, automotive industry professionals and media, and corporate sponsors.

The product surface is built around a single flagship annual edition composed of modular branded attractions: Chi-Town Alley (a car-culture hub launched in 2026 featuring community-built vehicles and local car clubs), Overlanding Chicago (an outdoor-lifestyle space launched in 2025), a Family Zone with Kids' Power Wheels Track and six Sim Drive racing simulators (three full-motion rigs plus three accessible static units), a SuperCar Gallery, and indoor/outdoor test tracks. Complementary special events include the First Look for Charity black-tie gala, What Drives Her (a women-in-automotive recognition program across four categories), Friday Night Flights, Miles Per Hour, Automotive Career Day, First Responders Day, and the Dennis Buckley Memorial Blood Drive. Vehicles from over 30 manufacturers are displayed, including Alfa Romeo, Aston Martin, Bentley, BMW, Cadillac, Chevrolet, Chrysler, Dodge, Fiat, Ford, GMC, Honda, Hyundai, Jeep, Kia, Lamborghini, Lotus, Lucid, Maserati, McLaren, Nissan, Polestar, RAM, Rolls-Royce, Subaru, Tesla, Toyota, VinFast, and Volkswagen.

Revenue is generated through four streams: public ticket sales via Eventim and at-the-door (age-tiered pricing not publicly disclosed), exhibitor and manufacturer fees paid by 30+ OEMs for floor space and vehicle displays, corporate sponsorship and partnership packages sold to brands such as ComEd, Cars.com, Sim Drive, Hyatt Regency McCormick Place (Official Hotel Partner), the U.S. Army, Britax, T-Mobile, and Mattress Firm, and the First Look for Charity gala, which separately funnels over $2 million annually to 18 area nonprofits. Distribution mixes direct online ticketing, at-door sales, dedicated school/group booking channels, and a direct enterprise sponsorship sales motion run by CATA staff.

Name

Chicago Auto Show

Legal name

Chicago Automobile Trade Association

Website

https://chicagoautoshow.com

Company type

Private

Founded year

1901

Operating status

Operating

Headcount range

51–100 employees

Short description

The Chicago Auto Show is North America's largest and longest-running auto show, held annually in February at Chicago's McCormick Place since 1901. Owned by the Chicago Automobile Trade Association, it serves general consumers, families, automotive enthusiasts, and over 30 exhibiting manufacturers.

Ownership category

akta.pro rank

Product category

Automotive Trade Show / Auto Show Exhibition

NAICS

Racetracks (711212)

SIC

Services-Racing, Including Track Operation (7948), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Transportation, Logistics & Mobility Shows Organizers (THAHABAL)

akta.pro secondary industries

General Consumer Expos & Trade Shows (MPAGAFAA), Retail, Consumer Goods & Lifestyle Shows Organizers (THAHABAJ)

Keywords

• Auto show exhibition
• Automotive trade show
• Consumer auto event
• Vehicle test drives
• Automotive sponsorships

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Infrastructure, Others

Revenue model

1. Public Ticket Sales: The Chicago Auto Show generates revenue through direct ticket sales to attendees with varied pricing depending on age (adults, children, seniors). Tickets are available for purchase online and at the door.
2. Exhibitor and Manufacturer Fees: Automotive manufacturers pay to exhibit vehicles at the show. The show features hundreds of vehicles from over two dozen manufacturers at McCormick Place.
3. Sponsorship and Partnership Revenue: Corporate sponsors pay for branding opportunities, booth activations, and partnership packages. Sponsors include ComEd, Cars.com, Sim Drive, Hyatt Regency, US Army, and others. Includes presenting sponsorships for specific attractions like Family Zone, Overlanding Chicago, and Chi-Town Alley.
4. First Look for Charity Gala: A black-tie fundraising event held the evening before the show opens, generating over $2 million annually for 18 area nonprofits. Includes ticket sales, corporate giving, and vehicle giveaway opportunities.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

The Chicago Auto Show is an annual consumer automotive exhibition held each February at Chicago's McCormick Place, featuring vehicles from over 30 manufacturers (Alfa Romeo, Aston Martin, BMW, Cadillac, Ford, Honda, Tesla, Toyota, and others) alongside indoor test tracks, outdoor test drives, themed attractions (Family Zone, Chi-Town Alley, Overlanding Chicago, SuperCar Gallery), and special events. The show sells general admission tickets to consumers and exhibition space plus sponsorship packages to automotive manufacturers and corporate sponsors. A separately ticketed First Look for Charity black-tie gala precedes the show and raises funds for 18 area nonprofits.

Product overview

The Chicago Auto Show is a single unified event product—North America's largest and longest-running auto show held annually at McCormick Place since 1901. The show operates as a modular event with distinct branded attractions (Chi-Town Alley, Overlanding Chicago, Family Zone, Test Drives and Tracks, SuperCar Gallery), special events (What Drives Her, Friday Night Flights, First Look For Charity, Automotive Career Day, First Responders Day, Food Drive, Blood Drive), and a comprehensive vehicle exhibit showcasing 30+ manufacturers including both traditional and electric vehicle brands. The product portfolio includes ticketed entry, sponsorship packages, and the First Look For Charity gala as complementary offerings.

Differentiator

Problem solved

Functional benefit

Brands

• First Look for Charity: One of Chicago's greatest one-day fundraisers, regularly generating more than $2 million annually for 18 area nonprofits. Held at McCormick Place the evening before the Chicago Auto Show opens.
• Chi-Town Alley
• Overlanding Chicago
• Family Zone
• What Drives Her

Products and services

• Chicago Auto Show North America's largest and longest-running auto show, held annually in February at Chicago's McCormick Place, featuring vehicles from over 30 manufacturers (Alfa Romeo, Aston Martin, Bentley, BMW, Cadillac, Chevrolet, Ford, Honda, Hyundai, Jeep, Kia, Lamborghini, Lucid, Maserati, McLaren, Polestar, Rolls-Royce, Subaru, Tesla, Toyota, VinFast, Volkswagen, and others). The event offers indoor test tracks, outdoor test drives, themed attractions, and special events for general consumers, automotive enthusiasts, and families.
• First Look for Charity A black-tie charity gala held the evening before the Chicago Auto Show opens at McCormick Place. Guests receive first access to the show floor, champagne, wine, hors d'oeuvres, desserts, and a chance to win a new vehicle, while supporting 18 area nonprofits. The event generates over $2 million annually in fundraising proceeds.

Quantifiable outcome

• 211,850 attendees in 2026 (118th edition)
• +4 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core, major, standard and minor.

• Hyatt Regency McCormick Place ChicagocoreStrategic or Co-development Partner · 19 December 2025Hyatt Regency McCormick Place Chicago serves as the Official Hotel Partner for the Chicago Auto Show. The partnership provides accommodations for the 2026 event with exclusive rates and amenities for attendees, supporting the show's expanded features and events. The hotel's location adjacent to McCormick Place provides convenient access for show visitors.
• ComEdmajorGTM or Marketing PartnerComEd is a major sponsor of the Chicago Auto Show, hosting a booth and making announcements including $70 million in EV rebates available to customers in 2026. Also sponsors Family Zone with Electric School Bus display.
• Cars.commajorGTM or Marketing PartnerCars.com is a sponsor of the Chicago Auto Show, providing automotive marketplace integration and consumer engagement for vehicle shoppers attending the show.
• Sim DrivemajorGTM or Marketing PartnerSim Drive provides professional-grade racing simulators to the Family Zone at the Chicago Auto Show. Six simulators total including three full-motion professional rigs and three accessible static simulators for families.
• US ArmystandardGTM or Marketing PartnerUS Army maintains a booth at the Chicago Auto Show featuring U.S. Army MRE Snack Break events and recruitment/engagement activities.
• BritaxstandardGTM or Marketing PartnerBritax is a sponsor in the Family Zone featuring Galaxy 360 product debut with press conference featuring Nancy Heaton (President Commercial Americas) and other brand representatives.
• Mattress FirmminorGTM or Marketing PartnerMattress Firm is listed as a sponsor of the Chicago Auto Show with booth presence at the event.
• T-MobileminorGTM or Marketing PartnerT-Mobile is listed as a sponsor of the Chicago Auto Show.
• DriveChicago.comcoreGTM or Marketing PartnerDriveChicago.com is an information service of the Chicago Auto Show and Chicago Automobile Trade Association, serving as the primary digital platform for show information and ticket sales.
• MAMA (Midwest Automotive Media Association)standardGTM or Marketing PartnerMAMA hosts the MAMA Breakfast and MAMA's Favorites Awards during Chicago Auto Show Media Preview, recognizing outstanding vehicles with panel discussions and presentations.
• IIHS (Insurance Institute for Highway Safety)standardStrategic or Co-development PartnerIIHS Senior Vice President Jessica Jermakian speaks at What Drives Her luncheon on Crash Course 2026: vehicle safety research and passenger safety trends.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Houston Auto Show: A major regional consumer auto show held annually in Houston. Operates on a similar consumer-facing model and competes for manufacturer regional activation budgets in the South Central US.
• New York International Auto Show: Held annually at the Jacob Javits Center, the New York International Auto Show is one of the largest US consumer auto shows and a direct competitor for OEM exhibitor spend, premium launch slots, and East Coast consumer attendance.
• North American International Auto Show (Detroit Auto Show): The Detroit Auto Show is the other flagship North American auto show, historically the most prestigious OEM launch venue. Direct competitor for major manufacturer participation budgets, media coverage, and consumer attendance in the same regional market.
• Los Angeles Auto Show: Held annually at the LA Convention Center and known for its EV and tech-forward positioning, the LA Auto Show is a direct competitor in the consumer auto show space, particularly for West Coast manufacturer engagement and EV-focused exhibitors.
• Miami International Auto Show: Annual consumer auto show held in Miami, comparable in size and format to the Chicago Auto Show. Represents a competing venue for regional manufacturer marketing spend and Latin American market exposure.
• SEMA Show: Specialty Equipment Market Association's annual Las Vegas trade show is a direct peer in the automotive event space, focused on aftermarket parts, accessories, and specialty vehicles. Comparable in scale and overlapping in exhibitor and enthusiast audiences.

Broad incumbents

• CES (Consumer Electronics Show): The Consumer Electronics Show has become a major automotive launch venue, attracting automakers for technology reveals and EV announcements. Represents competitive pressure on traditional auto shows as OEMs shift toward tech-focused launch platforms.

Others

• Barrett-Jackson Collector Car Auctions: Leading collector car auction company that operates large-scale automotive lifestyle events. Adjacent to the consumer auto show space, competing for enthusiast audiences and corporate sponsors in the collector and luxury automotive segment.

Emerging players

• Pebble Beach Concours d'Elegance: Premier collector and luxury car event held annually on the Monterey Peninsula. While focused on concours and auctions rather than consumer-facing new vehicle launches, it competes for premium automotive sponsor dollars and affluent enthusiast audiences.

Regional players

• Canadian International AutoShow: Toronto's major annual consumer auto show and the largest in Canada. Operates a comparable consumer-facing show model with similar exhibitor and sponsor categories but serves the Canadian market rather than competing directly with Chicago.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/chiautoshow
• YouTubeyoutube.com/user/ChicagoAutoShow
• Facebookfacebook.com/ChicagoAutoShow
• Instagraminstagram.com/thechicagoautoshow
• TikToktiktok.com/@chicagoautoshow
• LinkedInlinkedin.com/company/chicago-auto-show

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Chicago Auto Show