In the 21st century, trade shows are under stress as a marketing tool for manufacturers. They’re expensive to operate. They require attention from top company executives. There are newer ways to promote manufacturing products.
One show following the traditional model is the International Manufacturing Technology Show, or IMTS. It’s held every other year at Chicago’s McCormick Place. One event that is trying to adjust is the Detroit Auto Show, once a major international event.
The next IMTS will be Sept. 9-14, keeping with the usual scheduling. The only time IMTS was interrupted was in 2020 because of the COVID-19 pandemic.
The Detroit Auto Show, over the past several years, has bounced from every January, to the fall, and early next year back to January.
IMTS is very much a business-to-business event. Mammoth machine tools on the floor at McCormick Place are not only on display, but they are also for sale. By the end of IMTS, there are “SOLD” tags on many of the machines.
IMTS is owned and organized by the Association for Manufacturing Technology, a trade group based in McLean, Virginia. The show typically takes over all of McCormick Place, a huge venue. By comparison, the annual Chicago Auto Show takes up about half of the space at McCormick Place.
Besides traditional makers of machine tools, additive manufacturing, or 3D printing, has become a bigger part of IMTS.
The Detroit Auto Show, by contrast, is organized by Detroit-area auto dealers. But more than 30 years ago, the event was embraced by U.S. and international automakers. Top automaker executives attended, and major vehicle introductions took place.
Traditionally, auto shows were a way for automakers to highlight what offerings were on the way, rather than what was available for sale now. New models would go on sale months after they were displayed at an auto show.
The Detroit Auto Show hit its stride in the 1990s and early 2000s. Over time, however, the show lost its luster. CES (formerly the Consumer Electronics Show) in Las Vegas became the primary way to introduce new automotive technology. Also, luxury automakers moved on from Detroit, preferring auto shows on the East and West coasts of the U.S. to promote their vehicles.
The Detroit show moved from its usual January date to September. The idea was that the weather would be better in September. However, things didn’t work out.
The next edition of the Detroit show will be Jan. 10-20, 2025. Still, it will be far from the glory days.
With the new schedule, there will be a single media day, on Friday, Jan. 10. In the 1990s/early 2000s, there were multiple media days.
It remains to be seen how the revamped Detroit Auto Show will fare in January. It probably won’t match its peak. However, the Detroit show could use increased attention.