Regional exhibition specialist Motorshow@ said it has helped dealers find extra sales this summer.
The events organiser held four sales events at leisure facilities across the UK with dealers selling directly at the shows and gathering leads for prospective customers.
Venues included The Mall at Bristol's Cribbs Causeway, Manchester’s Trafford Centre, Kent’s Bluewater shopping centre and Ascot Racecourse.
In the past three years, £2 million worth of cars have been sold at the shows, and more sold later as a result of dealers' presence.
17 sales at Manchester event
Mike Richardson, Motorshow@ event organiser, said: “This year we have seen dealers using Motorshow@ as a launch pad for their new models.
"Bristol SEAT showcased the new Ibiza prior to its official launch at the London Motor Show later in the year, which generated extensive coverage for the dealership on a regional level and gave visitors the opportunity to get a first glimpse without having to visit London.
“In terms of cars sales The Trafford Centre, Manchester proved to be the most successful show this summer and saw 17 cars sold at the show. There was a real buzz at the event and dealers such as Vauxhall, Chevrolet and Suzuki really made the most of the opportunity to take deposits and sell cars on the spot to new prospects.
"It just makes so much sense to sell cars from a shopping centre, taking product to where the people are in the right frame of mind to spend money, in an informal unpressured atmosphere.”
The Motorshow@ format includes entertainment elements to make it a ‘day out’ for visitors and increase their time spent at the show, such as go-karting, driving experiences and simulators.
Next year Motorshow@ is looking to increase the number of events.