Once upon a time, auto shows were the main forum for automakers to publicize new and updated vehicle models.
In the 21st century, that business model has run into difficulties. With social media and new technology, automakers have discovered new ways to publicize vehicle introductions.
Auto companies have devised ways to conduct their own events and use the Internet to get the word (and images) out.
Detroit’s auto show is perhaps the best example of this. In the early 1990s, the Detroit show rebranded its event at the North American International Auto Show.
U.S.-based automakers promoted their vehicles. So did companies from Europe and Asia. What’s more, the show became a forum to promote advances in technology.
In its heyday, the Detroit show was, indeed, a show. Chrysler Corp. (now part of Stellantis) aggressively utilized the event.
In the early 1990s, Chrysler came out with a radically new version of its Ram pickup as it tried to catch up to rivals General Motors and Ford. At the Chrysler event, the new pickup was lowered with cables rapidly to the show floor, as if it were falling.
That same decade, Chrysler hired Peter Graves (1926-2010), star of the Mission: Impossible television series, for a skit that was part of a vehicle introduction.
Beyond theatrics, auto executives from around the globe visited the Detroit show. It became a gathering place for the heads of the industry. Reporters had to show up.
Over time, automakers discovered new venues. Some automakers became pickier about what shows to participate in and which to skip. For some automakers (particularly those not based in the U.S.), it made more sense to skip the Motor City and go emphasize shows in New York and Los Angeles.
Traditionally, the Detroit show, organized by area auto dealers, took place in early January. In some years, the press events occurred shortly after Jan. 1.
Things changed when CES took up the early January space. That show became the forum for auto technology.
The Detroit show was moved to fall when the weather was better. This was supposed to take place in 2020 but the pandemic caused the event to be cancelled. The first Detroit auto show took place in 2022. But it had competition from another show in the Detroit area related to electric vehicle batteries.
Earlier this month, the Detroit Show said it was going back to January in 2025. It’s doubtful the shift will bring back the glory days of the show. But the decision demonstrates the auto show issues aren’t going away.
Some shows, such as the Paris Auto Show and IMTS in Chicago (a huge trade shows devoted to machine tools and manufacturing technology) are more business to business. The air show features aircraft in flight but the real purpose is for aircraft makers to do deals between manufacturers and airlines. IMTS also has manufacturers reaching out to customers.
Auto shows have more of a tie to consumers.
With an auto show, “it’s a general public can got to,” said Brent Snavely, vice president of media relations for Franco, a public relations firm.
Ed Garsten, senior contributor to Forbes, has more detailed observations on his podcast.