Credit: Kurt Nagl/Crain's Detroit Business
Ford, Stellantis and GM are the main participants at this year's North American International Detroit Auto Show.
September 12, 2023 05:45 AM
When the North American International Detroit Auto Show returns downtown this week, the focus will be on the cars — not a giant rubber ducky or monster trucks, fun as that was last year.
There will be no thunder stolen from General Motors Co., Ford Motor Co. Stellantis NV and the other automakers set to showcase their latest electric, hybrid and gas vehicles inside Huntington Place, said Thad Szott, chairman of the show, which is owned and produced by the Detroit Auto Dealers Association.
This year's show, supported by an $8 million state grant, will feature 35 brands, more than double last year, across the 723,000-square-foot show floor. Organizers said 16 of the brands are corporate-sponsored, the rest are displays put together by dealers.
The goal will still be a hands-on experience for consumers and creating a family-friendly atmosphere, but with perhaps a little less filler.
"The thing we learned last year is we had a whole bunch of cool displays and, I don't want to say gimmicky, but (we had) non-automobile related activities going on, and we learned that the cars are really the stars," Szott said Monday during a tour of behind-the-scenes preparation at Huntington Place.
Golf carts weaved around F-150 Lightnings, Mach-Es, Hummer EVs, Jeeps and a whole roster of exotic cars being put into position for the show, which is open to the public Sept. 16-24. Media and industry days take place Wednesday and Thursday before Charity Preview on Friday.
Rod Alberts, executive director of DADA, said he isn't letting the threat of a strike by the United Auto Workers against the Detroit 3 — the show's largest participants — cloud the event.
Credit: Kurt Nagl/Crain's Detroit Business
This year's North American International Detroit Auto Show will feature dozens of exotic luxury vehicles on the showroom floor.
"It should be something we're all proud of," he said of the event. "We build the cars, we market the cars, we show the cars, we sell the cars. We're one big family. … I think it's gong to come to resolve shortly, and we'll all be fine."
Alberts said he is hoping to attract 250,000 to 300,000 visitors this year. Organizers did not disclose attendance figures from last year, though Alberts said the 2023 iteration will be far superior.
"This show is by far, 100-fold better than last year," Alberts said. "We were just finding direction last year. Now we have the foundation."
Unlike last year, when organizers adopted a hybrid indoor-outdoor footprint, the upcoming show will take place primarily inside Huntington Place like auto shows of old. The only major activation outdoors will be Ford's updated F-150 reveal. That event, which is not open to the public, will feature performances by country music star Darius Rucker and others. Ford and Tesla will also offer outdoor rides on part of the track used for the Grand Prix in June.
"As soon as the show wrapped up last year, our board worked our tails off getting as many brands here as possible with as many models as possible," Szott said. "And I don't think we have another inch of floor space."
Ridealongs are a focal point again this year with a new EV track featuring 300 feet of accelerating space in the corner of the convention center. Cadillac, BMW, Ford, Chevy, GMC, Tesla and Volkswagen will all have vehicles on the track, offering rides to showgoers. They will be driven by product specialists to help answer questions and education consumers on EVs.
There will also be an IBEW 58-sponsored "EV Learning Center," which will address questions about batteries, charging, range anxiety and other topics.
"I think a lot of consumers and showgoers are still questioning the technology — is it really for them? And they don't even know anything about it," Szott said.
Bronco Mountain will return along with bigger interactive showcases from Jeep and Ram. In general, the investment in production and overall commitment by automakers increased "dramatically" this year, Szott said, declining to give figures or percentages.
Ford plans to unveil a freshened F-150, including an updated hybrid variant. GM has press conferences scheduled for its GMC and Cadillac brands, and Stellantis has one scheduled for Jeep. EV juggernaut Tesla, which usually avoids the Detroit show, will also be participating. The two dozen brands on display with by sponsored by a mix of manufacturers and dealers.
As for the Jeep-affiliated giant rubber ducky, it was booked for another event by the brand in New Jersey. Other brands and OEMs probably won't be shedding any tears for its absence.
"The giant rubber duck is still one of my favorites — I'm a Jeep guy through and through," Szott said. "I worked really hard in making sure that was here last year, but I think it stole a little too much thunder…"
Detroit auto show lands another $8M from the state
The funds will provide "significant impact in reimagining" the annual event as it becomes more Michigan-centric and less of a stage for the global brand reveals and glitzy news conferences it was known for,
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