Detroit, Michigan – Answering the pleas of thousands of journalists and auto executives who consider visiting Detroit in January an exercise in masochism, organizers of the North American International Auto Show (NAIAS) will move that exhibition to June, starting in 2020.
Organizers say the move to the week of June 8, 2020, will allow auto companies to use outdoor space, something typically not possible in the ice-covered, snowy days of January in the Motor City.
"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."
NAIAS is one of the most influential global auto events, touching all facets of the industry and attracting the largest concentration of the world's top industry leaders – from automakers and suppliers, to tech startups and venture capitalists, to universities and policymakers.
Michigan Gov. Rick Snyder said, "Moving the show to the summer opens up new opportunities for companies as well as creating new experiences for attendees."
The move also recognizes a long-known truth about the city – Detroit can be a wonderful place to visit in the spring and summer but a miserable destination in the dead of winter. A summer show will highlight retail and dining opportunities in the city’s revitalized downtown and allow visitors to enjoy the city’s riverfront.
The show is run by the Detroit Auto Dealers Association and its Executive Board. As part of the DADA and Board's due diligence in exploring new opportunities for the show, hundreds of meetings and conversations with key stakeholders – automakers, suppliers and sponsors, as well as industry and government leaders – were had around the world.
"Our ultimate goal is to provide an experience and opportunity for participating companies and attendees, that only Detroit can offer," said Doug North, DADA president. "June will allow us to better showcase the automotive leadership, development, and heritage our great city and region holds."
Hosting the show in June sets the stage for exhibitors to conduct dynamic outdoor experiential brand activations, immersing and engaging the media and consumers in memorable product experiences. A sampling of outdoor experiential activities might include:
- Dynamic vehicle debuts
- Ride and drives
- Autonomous/automated driving
- Off-road challenges
Organizer expect exhibitors to use more sites in downtown Detroit to showcase vehicle – instead of staying inside Cobo Hall’s heated rooms. Hart Plaza, Detroit RiverWalk, Campus Martius, Woodward Ave., and Grand Circus Park could all serve as show venues
"The potential to create a month long automotive festival in Detroit starting with the Detroit Grand Prix, going through our show and concluding with the nationally-celebrated fireworks on the river, will provide an unmatched festival-like experience for all attendees," added Alberts.
The move to June will translate into substantial cost savings for exhibitors. Eliminating November, December, and January holidays from the move-in equation will reduce overtime labor costs for builds. Additionally, the show will have a shorter move-in schedule of three weeks, significantly reduced from the current eight weeks on average it takes for move-in.
Automakers are supporting the move:
- "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 Co.
- "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 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 Co.
- "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."