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Transformational Move Announced for North American International Auto Show

UV+EB Technology

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General Motors was one of the exhibitors during the 2018 NAIAS, which took place in January in Detroit, Michigan. In 2020, the show will take place in June.

The North American International Auto Show (NAIAS) has announced that starting in 2020, the show will make a transformational move to June and start the week of June 8 in Detroit, Michigan. The ability for participating brands to deliver dynamic exhibits and experiential opportunities outside the show’s four walls for attending journalists, industry members and consumers, will provide new avenues to showcase the products and technologies on display. Delivering greater ROI through reduced costs and dynamic opportunities will be a key aspect of the future show.

“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.

“The North American International Auto Show is an amazing exhibition that showcases the most innovative and creative automotive companies around the world,” said Michigan Gov. Rick Snyder. “Moving the show to the summer opens up new opportunities for companies as well as creating new experiences for attendees.”

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 – took place 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.”

Endless opportunities for brand activations

The reimagined 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.

“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.

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

Cost benefits for exhibitors

The move to June will translate into substantial cost savings for exhibitors. By eliminating November, December and January holidays from the move-in equation, exhibitors will see reduced overtime labor 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.

For more information, visit www.naias.com.