The Brussels Autosalon is back for 2026, and it’s already shaping up to be another packed year. Busy stands full of curious visitors, and strong interest across every brand are exactly what you want from a major event.
But once the noise dies down and the crowds head home, the question every manufacturer should ask is: How can we manage event-generated leads in a way that turns interest into real conversations and sales?
It’s the part many brands struggle with, and the part where the biggest opportunities are won or lost.
Why It Matters to Manage Event-Generated Leads Well
Events like Autosalon generate thousands of warm enquiries. They’re not cold leads - these are real people who’ve taken the time to attend the event, sit in the car (or on the bike), ask questions, compare models, and maybe even talk finance. They’ve already shown a good level of interest and intent.
But interest and intent can fade fast.
If brands don’t manage event-generated leads decisively, customers will drift. They go online. Competitors step in. The excitement they felt at the show cools within days.
Last year, we met several prospects at Autosalon who have since become TrackBack clients. They know that conversations start at the stand - but conversions happen afterwards, because they have visibility of the way dealers follow up on leads. It’s not luck, it’s process.
That’s the gap many manufacturers will face this year: the event goes brilliantly, but the follow-up is inconsistent, and prospects gathered at the show go cold.
The Real Challenge: Follow-Up at Scale
Gathering leads is easy at an event. Following up properly is where the workload ramps up.
After Autosalon, dealers suddenly face:
- High lead volume arriving on the same day
- Little context on the conversation that happened at the stand
- A mix of casual interest and genuine intent
- Customers expecting fast, personal follow-up
Even with the best intentions, things slip.
Some leads get called once. Some get an email but no phone call. Others get missed entirely because they arrived during a busy weekend or came through a shared inbox. And from the customer’s side, it feels like silence - which is a poor first impression of any brand.
This is why manufacturers who are intentional about managing event-generated leads with the visibility and structure that TrackBack provides will outperform those relying on hope and spreadsheets.
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Where TrackBack Helps
TrackBack gives OEMs a clear picture of what happens after the show - not making assumptions, but using real data.
You can see:
- How quickly each lead was contacted
- Whether phone calls were made
- The quality of the communication
- Which leads were missed
- Where extra support is needed across the network
It’s not about policing your retailers. It’s about transparency that helps everyone do better. Dealers want to follow up well, but they can’t fix what they can’t see. TrackBack removes the guesswork and replaces it with clarity that leads to insight.
Last year’s Autosalon conversations showed us how important this visibility is. Several brands approached us because they were struggling to manage event-generated leads consistently. Once they could see the gaps, they were able to fix them fast.
Why This Year Matters More
2025 was tough for many manufacturers. Demand softened, supply fluctuated, and customer behaviour changed.
Events like Autosalon 2026 aren’t just marketing opportunities - they’re a chance to rebuild momentum. Which makes it even more important that brands don’t let warm show leads go cold.
If your dealers can manage event-generated leads with speed and clarity, you give yourself a genuine edge in a crowded market. And that starts the moment the doors close on the show.
Ready to Manage Event-Generated Leads Better This Year?
If you’re heading to Autosalon, Ian Perkins (Sales & Marketing Director) and Clive Cullen (European Sales Manager) will be there on Tuesday 13th January. Last year’s show led to some excellent partnerships, and we expect this year to be just as strong.
If you'd like to chat about:
- How your brand currently handles event follow-up
- Where leads get lost
- How TrackBack gives visibility across your network
- And what good follow-up looks like after a show
…we’d love to see you.
Events create excitement. TrackBack helps you turn that into action.
And the brands who manage event-generated leads well are the ones who win the long-term conversations.