63
auto shows need to move far beyond the
realm of static displays in a giant convention
center to regain relevance. Surprisingly, in
order to accomplish this, he feels that the
industry needs to reach at once forward and
backward in time.
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interactive and contemporary gatherings
like Comic-Con, South by Southwest, and
CES. He cites these as examples of “pop-
culture events where people can be a part
of an integrated, innovative, fun experi-
ence.” Furthermore, he states that these
experiences do more than engage. “They
really help early adopters and advocates get
on board with what’s there and turn around
and sell that to others.”
But then he shifts gears, into reverse,
and considers the immersive automotive
conclaves of yesteryear, such as the Gen-
eral Motors Motorama—a mid- 2 0th-cen-
tury traveling spectacle, like a mini mobile
World’s Fair, that visited American cities
and showcased the OEM’s current, future,
and fantastical plans. Edwards believes: “It
really could become presentation again.
Pageantry. There was as much Holly wood
in those events as there is at CES today. If
the auto shows want to say, ‘Look, we know
some of you love brand A, brand C, brand X,
and we’re going to have a theatrical event
where you can come in and do things that
you wouldn’t be able to do elsewhere,’ and it’s
talked about, presented in that sort of way,
they would immediately be relevant again.”
FUTURE PLANS
Though it’s taken time, the auto shows’
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these needs. Last summer, NAIAS announced that 2019
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mobility represents has changed. And we needed to get
out in front, to say that we want to be way more relevant to
all the constituency groups—manufacturers, consumers,
communities, and cities.”
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format. The downtown convention center will still be the
hub for dozens of staid manufacturer and technolog y stands.
But there will also be a bev y of experiential opportunities.
These will include outdoor venues along the riverfront for
displays of and interaction with vehicles; closed-down road-
ways for test drives; on-street demonstrations of new and
emergent driver-assistance technologies; entertainment
aR[a`S\V[aR_ZVaaR[a]R_S_ZN[PRA21ANYX°afYRZ[-
logues, and panel discussions; motorsports demos; and, of
course, the now de rigueur food trucks. There will even be
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for display, entertainment, and dining purposes.
The organizers also hope that the show will spill
out into the city environs, especially some of the newly
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town. This is something that should be far easier to
realize during the long warm days surrounding the
summer solstice than during the numbing and short
days in darkest winter.
If this strateg y is successful, it may have huge reper-
cussions for shifting the format and execution of other
auto shows. “There’s an awful lot of conversation that
NYY RfR` N_R T\V[T a\ OR \[ 1Ra_\Va³ ;\_aU `Nf` \S aUR
scrutiny from other auto-show executives. “So to the
degree that it impacts other shows, I hope it will.”
Of course, in an industry guilty of repeating failed
practices, not ever yone is banking on this change suc-
ceeding. “One of my close friends, when he learned
dUNadRdR_RQ\V[T`NVQ ́1\bTf\bμ_RRVaUR_T\V[Ta\
be famous or you’re going to be infamous,’” recounts
North. “ ‘You can only be one of the two.’ ”20102542 44
3948312011 2012 2013 201420142015201520162016201720172018201820192019400,000600,000NO.^ O
F^ VISITORS800,0001,000,000Not-So-Crowded House
The health of an auto show is primarily judged by
public attendance and new-vehicle debuts.AUTO SHOW PUBLIC ATTENDANCE DETROIT (NAIAS) FRANKFURT (IAA)NAIAS VEHICLE
DEBUTS