Detroit Shakes Up Tradition with January Return for Auto Show Revamp

Detroit Shakes Up Tradition with January Return for Auto Show Revamp

The Detroit Auto Show, now known as the North American International Auto Show, is reviving its January dates after a brief stint of warmer seasons. Scheduled for media days on January 10, 2023, the show will extend until the 20th of the same month.

For many decades, the Detroit show thrived in January, drawing global automakers to the Motor City. "It became the world's stage," recalled Ray Day, a former Ford Motor Co. executive, and current Stagwell vice chair and Allison Worldwide executive chair. "You had to be a part of it."

However, the Detroit show began to face stiff competition from the Consumer Electronics Show (CES), which started featuring automotive technology. Meanwhile, luxury brands began prioritizing auto shows on the East and West coasts. The changing landscape led to a shift in automakers' press strategies, with an emphasis on standalone events rather than participating in annual shows.

In response, Detroit show organizers decided to host a consumer-friendly event in September. Unfortunately, the COVID-19 pandemic disrupted these plans. On the bright side, other events, such as the Battery Show, which highlights electric vehicle development, have gained popularity in the Detroit area during the fall.

Traditionally, auto shows served as a platform for automakers to showcase their upcoming models. The new vehicles would hit the market several months after their show debut. Nevertheless, industrial trade shows like the Paris Air Show and the International Manufacturing Technology Show in Chicago, which sell products during the event, follow a different approach.

In the 1990s, Chrysler Corp., now part of Stellantis, gained attention through a series of attention-grabbing stunts at the Detroit Auto Show, pushing competitors to up their game.

According to David Cole, chairman emeritus of the Center for Automotive Research in Ann Arbor, Michigan, the auto industry has undergone significant changes, leading to a less predictable future. "What we have seen is a global expansion in the industry," Cole said. "The new world is one where Chinese (automakers) have raised their head. The fabric of the industry is much less certain. The uncertainty towards the future is crazy."

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The decline of traditional auto shows like the Detroit Auto Show can be attributed to several factors. One major factor is the increasing costs associated with participating in these events, coupled with declining media budgets. Additionally, the timing of these shows can conflict with other critical vehicle launch cycles, making it challenging for automakers to release their new models effectively.

Automakers are also becoming more focused on providing a superior customer experience and collecting valuable consumer data at auto shows. By offering test tracks for new vehicles, autonomous technologies, and connected cars, along with digital campaigns and solo events, automakers can better target their marketing efforts and connect with consumers in a more meaningful way.

Lastly, the Detroit Auto Show is moving its event to June, taking advantage of warmer weather and reducing setup and teardown costs, which should ultimately provide a more immersive experience for consumers.

The revival of the Detroit Auto Show's January dates in 2023 includes media days on January 10 and extends until the 20th. In the 1990s, Chrysler Corp., now part of Stellantis, made headlines with attention-grabbing stunts at these January Detroit shows.

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