Stephan Franklin, Auto Show Global
I can see right now, this auto show season is not going to be with out a little drama. We are already a little tense about the Consumer Electronics Show (CES) coming on board and taking up media space for automotive debuts. February 10, Forbes reported that Chicago auto show organizers blamed the media for the lack of attention and promotion of the show. When really there wasn’t as much product to promote in the first place. Laughable.
My views are a little different. In as much as the Chicago show was once competing with Detroit to host the North American International Auto Show, especially when McCormick Place, in downtown Chicago is larger than Cobo Hall in Detroit. Let’s not excuse the fact that the automotive companies have ties in Michigan and California. Lets all together agree and admit that it’s cheaper to announce a new product online than to stage an elaborate show. What company wants to spend millions of dollars on a product reveal only to be a fleeting afterthought when your competitor reveals their new product 15 minutes later. In this life, its about owning the spotlight, not sharing it. This year, the North American International Auto Show, in Detroit, had one media day for the automotive companies and a media day for “Automobility”, We, in Detroit… survived.
Basically, there are 4 major shows in North America from November to April; Los Angeles, Detroit, Chicago, and New York. Every show has it own niche of reveals and product launches. The auto shows were designed for the dealers to showcase the products under one roof for the customers, not the media. Often times when manufacturers decide not to display vehicles is when when there is a small market for the product or there is not a significant addition or change to the product line. Now maybe because the hottest thing that showed up to Chicago was the 2018 Ford Expedition or the 2018 Dodge Durango SRT, which really got its media buzz before the show. If there is a complaint to be directed, direct it at the companies, or even the folks at CES, but not the media, for lack of coverage and product