2023 Detroit Auto Show Recap: Where Have All the Cars Gone?
The press day at the 2023 Detroit Auto Show was surprisingly quiet, leaving many industry insiders and journalists wondering about the future of auto shows as public events. In the past, the show was a bustling hub of activity, with top executives, PR folks, and media members flocking to Cobo Hall for several freezing cold days in January. However, this year’s media day was marked by the absence of press conferences and a lack of attendance from PR folks and media members.
The decline in media days can be attributed to several factors. One reason is the changing landscape of the automotive industry, including supply-chain disruptions caused by COVID-19. Automakers have found alternative ways to launch new models, hosting one-off events that capture the news cycle for days instead of hours. The ability to livestream events via the internet has also played a role in this shift.
Despite the decline in media days, auto shows as public events continue to thrive. People are still willing to pay to attend these shows, especially in-market shoppers and car enthusiasts. The New York and Los Angeles shows are expected to maintain a solid media presence due to their large markets and strong car cultures. Additionally, California’s positioning on electric vehicles makes Los Angeles a popular location for EV launches.
The future of the Detroit Auto Show, however, remains uncertain. Despite the heavy industry presence in the area and the automotive media’s strong presence in southeast Michigan, this year’s show lacked a strong media preview. While product cycles may have played a part, it raises concerns about the state of the industry.
Walking around the show floor, it was evident that something was missing. The usual weirdness and spectacle that characterized previous shows were absent. The dominance of the Detroit Three and Toyota was apparent, with luxury brands pushed into a corner while a test track covered half the floor. The lack of strong auto-show media days raises questions about the industry’s health and the location of new-car reveals.
While automakers may be changing their PR strategies to focus on off-site events, it’s important for auto shows to retain their spotlight. Otherwise, automakers will continue to allocate their budgets to off-site unveils, leaving auto shows with only public displays. The decline of media days may be a cause for concern, but it also presents an opportunity for auto shows to adapt and evolve.
The Detroit Auto Show, once the social event of the season, needs to make changes to regain its former glory. The spectacle and excitement need to be revived, ensuring that the show remains a must-attend event for industry insiders and journalists. Otherwise, automakers will prioritize public displays over media-day press conferences.
Despite the challenges, many still enjoy attending the Detroit Auto Show. The drive to Detroit, especially during this time of year, holds a certain charm. However, for the show to thrive in the future, improvements need to be made. The industry’s loyalty lies with the bottom line, and auto shows must prove their value to continue attracting automakers and media attention.
As we look ahead to future auto shows, it’s essential to find a balance between tradition and innovation. Auto shows can still be a platform for showcasing new models and generating excitement, but they need to adapt to the changing landscape of the industry. By doing so, they can ensure their relevance and continue to captivate audiences for years to come.
In conclusion, the 2023 Detroit Auto Show was marked by a decline in media days and a lack of attendance from PR folks and media members. While this may raise concerns about the state of the industry, it also presents an opportunity for auto shows to adapt and evolve. By finding a balance between tradition and innovation, auto shows can regain their spotlight and continue to captivate audiences in the future.
