Show welcomed dignitaries, showcased the future, provided ride & drive experiences, family entertainment
DETROIT (Sept. 28, 2022) – The North American International Auto Show (aka Detroit Auto Show) wrapped up its first-ever indoor and outdoor event, attracting hundreds of thousands of car buyers and families, raising important dollars for charity and infusing the community with a significant economic boost. The inaugural September show represented a 12-day Detroit mobility immersion with a reenergized consumer and community focus.
The all-new show saw everything from a visit by President Joe Biden and U.S. Secretary of Transportation Pete Buttigieg, to a showcase of personal air mobility innovators, to activations that took attendees on thrilling rides high into the “mountains” inside Huntington Place.
For the first time ever, the show also held activities in Hart Plaza and beyond, including street course ride-and-drives in Volkswagen and Chevrolet vehicles, air mobility demonstrations, daily entertainment, Detroit-centric artists and popular street food.
Featuring a variety of brands, the show was the backdrop for vehicle debuts and many first-time seen at an auto show, including the seventh-generation Ford Mustang, the 2023 Chrysler 300C, Special Edition Chevrolet Equinox EV, Cadillac LYRIQ, the Dodge Charger Daytona SRT ® Concept and Dodge Hornet, the 2023 Toyota Crown, Subaru Ascent and Solterra, Lexus Electrified Sport Concept and Lincoln Model L100 Concept. The show also featured displays of bold new vehicle technologies, particularly in the EV space.
Media came from 31 countries and 36 states to cover the show. While over 10,000 attendees participated in Industry Tech Days, immersing themselves in a wide range of new automotive technology and infrastructure, including innovations from over 130 tech and startup companies.
“Auto shows around the world have changed dramatically since 2020, and we reimagined everything about the show to position it for the future,” said Detroit Auto Show Chairman Joe Lunghamer. “Show attendees want vehicle experiences, and manufacturers want a platform to provide these experiences.”
Visitors to Huntington Place were able to experience hands-on, ride-along activities, including Bronco Mountain and the Ford F-150 Lightning acceleration test ride, as well as Camp Jeep and Ram Truck Territory.
Families were welcomed by the all-new Dinosaur and Off-Road Vehicle Encounters, loaded with prehistoric creatures and rugged SUVs, and the “World’s Largest Rubber Duck,” flanked by Jeep products and plenty of #duckduckjeep chatter. The Monster Truck Throwdown crushed it, literally, with demonstrations and photo ops daily.
Detroit Auto Show Executive Director Rod Alberts said the new show was designed as a celebration of Detroit and a means to support local and regional businesses. “We wanted to connect with the community and its people in ways we never have before,” he said.
David Sowerby, CFA, Portfolio Manager, Ancora, reports this year’s show had an estimated economic impact of $300 million on the regional economy. Sowerby cites the show’s move to September, its greater interactive exhibits and the public’s increased interest in electric vehicles as a catalyst for the continued significant economic impact of the event.
The auto show’s Charity Preview also marked its return after a three-and-a-half-year hiatus. The gala raised over $2 million for children’s charities in southeastern Michigan and featured legendary musician Nile Rodgers & CHIC and a first-time drone show over the Detroit skyline.
“This year’s Charity Preview was a tribute to the heart and generous spirit of Detroit, especially as we emerge from the challenges of the pandemic,” Alberts said.
Michigan Gov. Gretchen Whitmer, U.S. Environmental Protection Agency Administrator Michael Regan, along with Detroit Mayor Mike Duggan, U.S. Representative Debbie Dingell and a host of other officials made show visits, emphasizing the importance of Detroit and Michigan as a hub for technology and innovation.
Here’s what industry and community leaders had to say about the 2022 Detroit Auto Show:
- “Ford’s Bronco and F-150 Lightning ride activations were a hit at the Detroit Auto Show, exceeding targets for the number of rides given.” – Jiyan Cadiz, Ford Communications Manager
- “GM displayed its electrified lineup including the all-new Chevrolet Equinox, Silverado, Cadillac LYRIQ and GMC HUMMER EV giving show attendees the opportunity to explore our exciting new product entries first hand.” – Deborah Wahl, General Motors Chief Marketing Officer
- “With our first-ever Camp Jeep and Ram Truck Territory tracks at the highly anticipated return of the Detroit Auto Show, we will have delivered over 45,000 consumer test rides over the course of the event. We were thrilled to provide customers with a truly authentic experience showcasing the best-in-class capabilities of both our Jeep and Ram brand lineups.” – Jason Russ, Head of Experiential Marketing, Stellantis
- “This show still has it all. It’s great for the media, productive for the industry and government officials – and most importantly – engaging for consumers. It’s really the perfect place to demonstrate new products, technology and the future of mobility.” – Jack Hollis, Executive Vice President, Sales, Toyota Motor North America
- “We couldn’t imagine a better platform in the world to debut our vehicle than the Air Mobility Experience at the Detroit Auto Show. We have already received over 300 inquiries, ranging from purchases, awards, investors and potential business alliances. We look forward to returning to this incredible experience in 2023.” – Shuhei Komatsu / Director, Chairman and Chief Executive Officer, AERWINS Technologies Inc.
- “The Detroit Auto Show was a great opportunity for the industry to show off its best innovations, and it did not disappoint. For Magna, it proved to be opportunistic in showcasing our unique expertise and ability to solve key industry challenges especially at a time of such huge transformation.” – Eric Wilds, Magna Chief Sales and Marketing Officer
- “During a year when visitors have flocked back to Southeast Michigan, the Detroit Auto Show accelerated that trend even faster. Hotels, restaurants and attractions throughout the region benefited from the show’s return, as visitors wanted to see the future of mobility first hand and experience Detroit’s iconic culture.” – Visit Detroit President & CEO Claude Molinari
- “It was great to be back at the Detroit Auto Show and see how far mobility has advanced in just a few short years. Since I took office, we have announced 25,000 good-paying auto jobs and secured investments building electric vehicles, batteries, and semiconductor chips in Michigan, bringing supply chains back home. It was great to see that much of that progress come to life through this year’s auto show, where we reaffirmed our commitment to work with anyone and compete with everyone to keep putting the world on wheels.” – Michigan Gov. Gretchen Whitmer
The 2023 Detroit Auto Show will be held Wednesday, Sept. 13 – Sunday, Sept. 24.
About the North American International Auto Show
The North American International Auto Show (aka Detroit Auto Show) is one of the most influential annual automotive events in the world and a showcase for emerging technologies. Held in September, the indoor and outdoor experience features brand-defining vehicles, product ride-and-drives and dynamic experiential activations. The event includes: Media Day, an opportunity for automakers and industry suppliers to debut new products and technologies; Industry Tech Days, a chance to preview emerging mobility technologies and engage with innovators; AutoMobili-D, an inside look at future mobility platforms; Charity Preview, a signature fundraising gala for children’s charities; and the Public Show, a mobility and community celebration with activations and entertainment citywide. For more information, visit naias.com.
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