The organisers of the annual Detroit Motor Show (or North American International Auto Show – NAIAS) have announced that starting in 2020 the show will move from January to June. The traditional January show date has been upstaged in recent years by the rising importance – in automotive terms – of the CES in Las Vegas which takes place in early January.
The NAIAS in 2020 will start the week of June 8th. Switching to the summertime also improves the ability for participating brands to stage exhibits outdoors, being highlighted as a major new benefit for exhibitors. The organisers also say they hope to deliver greater ROI through reduced costs and dynamic outdoor opportunities will be a key aspect of the future show.
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"Our show is undergoing its most significant transformation in the last three decades," said Rod Alberts, Executive Director, NAIAS. "Detroit will continue to be a global stage for some of the world's most significant and iconic vehicle reveals and host an unparalleled international audience of media and key industry influencers."
"The North American International Auto Show is an amazing exhibition that showcases the most innovative and creative automotive companies around the world," said Michigan Governor Rick Snyder. "Moving the show to the summer opens up new opportunities for companies as well as creating new experiences for attendees."
The organisers say a 're-imagined' show will undergo an 'evolution that will take the show from inside Cobo Center to a canvas of unlimited brand activation and engagement opportunities – a canvas only limited by exhibitor creativity and imagination'. While the successful foundation of the show inside Cobo Center will continue with vehicles and innovative mobility technologies being showcased, transformation plans call for growth in both branding and event opportunities at multiple venues throughout Detroit, and perhaps, beyond, they say.
"Detroit now has the opportunity to showcase our riverfront and our revitalized downtown during our beautiful summer months and creatively use the exterior of Cobo to launch new products that will transform Detroit into an exciting auto-centric environment," said Larry Alexander, president and CEO of the Detroit Metro Convention & Visitors Bureau.
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By GlobalDataThe move to June will translate into substantial cost savings for exhibitors, it is claimed. By eliminating November, December and January holidays from the move-in equation, exhibitors will see reduced overtime labour costs for builds. Additionally, the show will have a shorter move-in schedule of three weeks, significantly reduced from the current 8 weeks on average it takes for move-in. With a reduced build time, exhibit builds will be simplified and less custom-built for Detroit, providing numerous cost savings as well, the organisers say.
The upcoming 2019 show will be held in January; press days are Monday-Tuesday, January 14-15, 2019.
OEM comments on the shift to June from 2020
"Reinventing NAIAS as a summertime festival of design, speed and innovation is incredibly exciting. It will showcase the best of our industry and the best of Detroit, and should become a can't miss event on the calendar for global automakers and media," said Mark Truby, Vice President, Communications, Ford Motor Company.
"The North American International Auto Show has provided GAC Motor with a tremendous platform – connecting us with key media and industry executives," said Yu Jun, GAC Motor President. "As we look to enter the U.S. and increase our market share, Detroit will continue to serve as a critical part of our global marketing strategy and we look forward to the new exciting opportunities June will offer."
"We applaud the DADA [organisers] for thinking big and really taking advantage of this opportunity to re-imagine the auto show and position Detroit in the best light. We're excited to be a part of a festival-like series of events that showcase all the great things that are happening in both the auto industry and Detroit," said Tony Cervone, Senior Vice President, Global Communications, General Motors Company
"Hyundai is always excited to participate in the North American International Auto Show and display its products to the Motor City. We already are planning an exciting reveal in 2019. It certainly will be a new experience leaving the ski hats and Chap-Stick at home and packing our Tigers baseball caps and sunscreen. We look forward to the evolution of the show," said Jim Trainor, Director, Hyundai Motor America.
"Toyota is excited to see the North American International Auto Show move to June in 2020," said Scott Vazin, Group Vice President and Chief Communications Officer, Toyota Motor North America. "With a new summer timeframe, industry leaders and international media will see Detroit in a new light, paving the way for exciting outdoor activities and more opportunities to explore this vibrant city."
