The North American International Auto Show in Detroit is returning to its original January slot after a two-year experiment with a September schedule. Organizers hope that the shift will revive attendance and attract both consumers and car companies.
The decision to move the auto show to September was an attempt to create a more immersive outdoor experience and entice more visitors. However, the move did not yield the desired results, with dwindling attendance and a lack of new model debuts. Car companies found that they could showcase their new offerings through cost-effective virtual events, which did not have to compete for attention amid a flurry of other announcements at crowded auto shows.
Rod Alberts, the executive director of the Detroit show, stated that consultations with various partners led to the conclusion that a return to January would be the best course of action. Traditionally, the show held in January drew around 800,000 attendees, as there was less competition for entertainment options in Detroit during that time. While official attendance figures for the September shows were not disclosed, organizers had expressed satisfaction with a target of 500,000 visitors for 2022.
'In a constantly changing global automotive landscape, this update reflects our efforts to continue to reimagine the Detroit auto show with an eye on what matters most – getting people excited about cars,' said Alberts in a statement.
Auto shows worldwide have faced challenges in recent years, as they grapple with declining attendance and the need to entice car manufacturers to participate. The shift towards virtual presentations and direct-to-consumer marketing has allowed car companies to reach their target audience with greater efficiency and lower costs.
However, the organizers of the Detroit auto show remain optimistic about its future. They are confident that a return to the traditional January timeframe will reinvigorate interest and enthusiasm. By focusing on creating an engaging and immersive experience for attendees, the show aims to reignite the public's passion for cars and showcase the latest innovations in the industry.
As the automotive landscape continues to evolve, auto shows must adapt to meet the changing needs and expectations of consumers. The North American International Auto Show is taking a bold step by reverting to its original January schedule, hoping to recapture the excitement that has made it one of the most anticipated events in the industry.
