Perhaps I am guilty of not having the right attitude about my hopes and expectations for the Detroit Auto Show.
Auto shows have changed rapidly in recent years and this year’s Detroit Auto Show is not going to compare well to what it was just a decade ago when there was an entire day or more with back-to-back press conferences with global vehicle reveals, along with several days’ worth of related newsworthy activities surrounding the show.
But those days are quickly becoming distant memories. Today, none of the major auto shows are what they once were in terms of media spectacles and car reveals.
The Detroit Auto Show – which built its brand around headline producing industry news, global media coverage and as a mecca for high-level CEOs to appear – has been hit harder than some of the other major shows that have been able to emerge in slightly better shape. The Chicago Auto Show, for example, always billed itself as the largest auto show for consumers, and the LA Auto Show has traditionally been a place for Asian and Korean automakers to have a major presence and for “green” or electric vehicle reveals.
In recent years, automakers began to learn they can own their news cycle on a day and location of their choice with a dedicated event and get more news coverage for about the same cost. And then the pandemic hit and accelerated those trends.
In the spirit of full disclosure, when I was with a different agency, I served as the show’s media spokesperson and worked closely with show Chairman Rod Alberts for 18 months from 2020 to 2021 as the global pandemic hit and upended various plans.
Ever since then, I have been wondering, “What is the show going to do differently this year? What will the Detroit Auto Dealers Association’s plan be to adapt to these changes?”
And, “What opportunities will the show create for our automotive and mobility clients at Franco?”
But I am starting to think those are the wrong questions. Because here is what has not changed: Detroit is still the Motor City. And Michigan is still a leading global epicenter of the automotive universe.
So, now the question I think we should all be asking – to borrow a line from one of our great presidents, is: “Ask not what the auto show can do for you – but what can you do for the auto show?”
I say this because everyone in the state’s automotive ecosystem wants the show to survive and benefits when it is strong. This ecosystem includes: the automakers, the dealers, local suppliers, local automotive media, the city of Detroit, the state of Michigan, the Detroit Regional Chamber, MichAuto, the Detroit Regional Partnership and its Global Epicenter for Mobility program and many others.
- 26 OEMs are in Michigan.
- 97 of the 100 top automotive suppliers in North America have a presence in Michigan and more than 58 of them are headquartered here.
- There are 13 OEM assembly plants in Michigan, including three that make electric vehicles.
- Michigan is the #1 state for vehicle production, producing more than 700,000 more vehicles in 2023 than the next highest state.
So, I believe it is not just the responsibility of the Detroit Auto Dealers Association, and it is not just the responsibility of Ford, General Motors and Stellantis to “save” the show. Instead, I now believe that it is our collective responsibility as part of the automotive ecosystem in Michigan to support the show’s resurgence.
This year, at Franco, we are planning to do our part. Three of our clients – FORVIA, Envorso and the Detroit Regional Partnership – have executives who will be participating in the Mobility Global Forum Jan. 15-16 as speakers. Those executives are:
- Tarek Abdel-Baset, chief engineer of Hydrogen Storage Systems, FORVIA
- Scott Tobin, CEO of Envorso, a software consulting firm
- Christine Roeder, EVP, Global Epicenter of Mobility and Will Butler, vice president of business development, Detroit Regional Partnership
In addition, my colleague Dan Horn (who was recently promoted to VP of mobility) and I are attending the Automotive Press Association’s breakfast on Friday, Jan. 10 to see the winners of the North American Car, Truck and Utility Vehicle of the Year Awards announced. Our Integrated Media Consultant (and Forbes Senior Transportation Contributor) Ed Garsten will moderate a fireside chat with two experts from McKinsey & Company on how the changing auto industry is dealing with finding, recruiting and hiring the right people to fill the new types of positions the industry is requiring…that’s Thursday at 10am in the Riverside Ballroom. Franco CEO Tina Kozak is attending Charity Preview and the MichAuto reception.
All that said…do I know exactly what the best formula is to save or reformulate the Detroit Auto Show? No, I don’t.
But at Franco, we are committed to attending the show this year, and we remain committed to doing what we can to support it in the coming years. We are also excited about the new energy and ideas we are hearing from Sam Klemet, co-executive director of the Detroit Auto Show and Detroit Auto Dealers Association.
And I will also take it one step further – I hereby humbly ask the entire automotive ecosystem in Michigan to approach the show with an open mind and continue to embrace and support it because it remains a key part of who we are here in the Motor City.
Brent Snavely is Vice President of Media Relations at Franco. Connect with him on LinkedIn.
