The Changing Landscape of Auto Shows
Auto shows have historically served as the primary platform for automakers to unveil their latest cars and innovations. Detroit’s auto show, a hallmark of this tradition, has faced significant changes but continues to evolve. With the advent of social media and new technology, automakers are exploring alternative channels for vehicle introductions. As a result, the industry has become selective about participation in these shows, with some favoring New York and Los Angeles events over the Motor City.
Adapting to a new era
Despite these shifts, the Detroit auto show continues to be a significant event. It has rebranded itself over the years, transforming into a forum for promoting technological advances and a gathering place for industry leaders. The changes reflect the enduring relevance of auto shows for the industry and consumers, even in the face of increasing digitalization and virtual events.
The Challenge of Scheduling and Attendance
The Detroit auto show’s schedule has been significantly affected by competition from other events and the impact of the pandemic. In an attempt to attract more attendees and automakers, the event has decided to move back to the traditional January timeframe in 2025, after being held in September for the past two years. This decision comes after the show has struggled in recent years to bring in guests and compete with private virtual events held by auto companies.
The Impact of the Pandemic
The Covid-19 pandemic has accelerated the move away from auto shows for major vehicle unveilings. The Detroit Auto Show missed out on a 2020 show due to the pandemic, and automakers have increasingly turned to stand-alone events and virtual experiences. Notwithstanding these changes, the Detroit Three automakers could use the 2025 North American International Auto Show in Detroit to make a significant impact.
Automaker Participation in Future Auto Shows
Auto giant Stellantis has re-evaluated its participation in future auto shows due to challenging market conditions, and has not confirmed whether it will participate in the Detroit auto show. However, the company will be present at the Canadian International AutoShow in February, courtesy of Toronto-area dealers. This selective participation reflects the changing strategies of automakers in the current market conditions.
The Return of NACTOY Awards to Detroit Auto Show
In a positive development, the North American Car, Truck and Utility of the Year™ (NACTOY) awards will return to the Detroit Auto Show in 2025. The awards, given by an independent jury of automotive journalists from the United States and Canada, recognize the most outstanding new vehicles of the year based on factors such as innovation, design, safety, handling, driver satisfaction, user experience, and value.
Reimagining the Detroit Auto Show
The North American International Detroit Auto Show aims to reimagine itself to reignite excitement about cars. The show will include a charity preview and public days, with specific details for media and industry/technology days yet to be announced. The decision to return to the winter schedule follows two years of summer shows due to the COVID-19 pandemic. This move aligns with industry trends and consumer interests, reinforcing Michigan’s position in the mobility and electrification sector.