After being rocked for a few years by intensifying competition from the Consumer Electronics Show, growing indifference from German automakers, the schedule of other struggling auto shows and, of course, Covid-19, the North American International Auto Show has just announced that it will next appear in Detroit in September 2021 and occupy that location indefinitely from early fall.
NAIAS was set to reappear in June 2021, a year after its planned recovery in June of this year was scrapped due to the pandemic and rival show moves. “We have spoken with many partners, especially OEMs, and they are fully in agreement and excited about the date change,” NAIAS Executive Director Rod Alberts said in a press release.
The last real-life NAIAS took place in January 2019, in what was then called the Cobo Center in downtown Detroit. Next, host Detroit Auto Dealers Association announced that it will move NAIAS to June 2020, with the goal of reinventing the traditional auto show and keeping it relevant at a time when the marketing strategies of automakers, the rising exhibition costs, competition from automotive technology -a heavy CES and other factors have converged as an existential threat to the three-decade-old event.
The Detroit Auto Show was not the only one of the world’s leading traditional auto shows to deal with the changing priorities of auto brands, as they have come to favor individual marketing launches for their new products and have garnered attention. technical journalists on the progress of the automotive industry which increasingly revolves around digitization and electrification.
NAIAS ‘biggest bogeyman competitor had become CES, which is held in January in Las Vegas. Then, recently, the Los Angeles Auto Show announced that it was dropping its traditional November date this year and appearing the next in May 2021, shortly after the annual New York auto show. York. In Europe, the Geneva auto show is now considering a date in March 2021.
NAIAS has been the king of North American auto shows, bringing together thousands of journalists, bloggers, producers and media enthusiasts from around the world each January to mingle with executives from automakers, suppliers, marketing agencies, dealer chains and others. for one of the industry’s biggest weeks of advertising new products and technologies, and networking. Over the past few years, the show has added an important component called Automobili-D which brought the digital and automotive industries together to discuss electrification and autonomous vehicles.
After several months of tinkering, NAIAS was going to be brought back to life in downtown Detroit in June, partly inside the new TCF Center – the old Cobo – and partly outside, on the front of the Detroit River and other locations not limited to Downtown Motor City. But Alberts had to cancel NAIAS plans for a big wake-up call once the pandemic struck seriously.
The organization said its September 2021 show “will include the same memorable product experiences that were originally planned” for June 2021, “including dynamic displays and experiential walks. The NAIAS campus will include product and technology activations both inside the TCF center and throughout the city. ”
“Our responsibility as an auto show is to host a global stage for current products as well as the mobility innovations of tomorrow,” said Alberts. “September is a great time of year for new products and at the same time alleviates the challenges that a now crowded spring auto show schedule presents for auto show stakeholders.
NAIAS will remain a fall auto show following the inaugural event in 2021, the show said. Show dates have already been fixed with the TCF Center for the next three years.
The show also plans to turn the event into a sort of celebration of Detroit and Michigan in the fall, in hopes of attracting additional visitors to NAIAS from outside the region and state. “The campaign will emphasize that consumers can preview all the latest new cars and trucks in dealership showrooms while enjoying Detroit and Michigan in the fall,” the statement said.